Understanding the ROI of Gillette's Multimedia Campaign
Is TV advertising still effective by itself, or can it be augmented with a targeted YouTube campaign? Gillette and Google worked together to understand the return on marketing investment of the Gillette Future Champions campaign. What we found was that YouTube delivers 6% incremental net reach over TV, and that YouTube is highly effective in delivering against brand KPIs. Ultimately, when used together, YouTube can help double the cost efficiency of TV.
- Published May 2010