Case Study
A Cross-Media Campaign to Raise Samsung Awareness
the rundown
Which is better for raising brand awareness: YouTube or TV? To find out, we took a look at the results of a multi-media campaign, including TV and YouTube, that Samsung ran for the launch of its 3D LED TV. We found that YouTube is up to five times more cost efficient than TV. However, both YouTube and TV had significant positive effects on awareness, and both were more effective when they were combined.
The Goals
- Raise awareness around the launch of Samsung's 3D LED TV
- Determine effectiveness of cross-media advertising
The Approach
- Ran ads on YouTube and TV
- Measured effects of both
The Results
- Of everyone exposed to the YouTube campaign, 33% had not seen the TV campaign
- The campaign was successful at lifting awareness of Samsung's message and brand image
- YouTube proved to be up to five times more cost efficient than TV for brand and ad awareness
- Published July 2010
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