Best Use of Live Video: Zenith - Celebrating 15 years of Magical Dreams
Company Name: Zenith
Client: Hong Kong Disneyland
Project Name: Celebrating 15 years of Magical Dreams
Project Summary
2020 is the 15th anniversary of Hong Kong Disneyland (HKDL). As an iconic symbol for Hong Kong, HKDL created a yearlong campaign to celebrate with everyone in Hong Kong by leveraging a series of video creatives focusing on different communication objectives.
The campaign kick start with an 8-hour livestream on YouTube masthead one-day takeover to unveil the launch of the new Castle of Magical Dream on the first day of campaign; and then using thematic branding videos around 15th anniversary messages to sustain awareness as well as wrapping up the year with a series of videos for sequencing storytelling to engage with audience. Data collected from these videos was used to inform audience targeting for direct response communications.
The livestream was able to draw attention by generated 812,000 unique views on a single day, while the thematic videos helped achieve HKDL’s ad recall lift with index of 154 which is Google’s best in class. The video ad sequencing has also improved the view-through rate with index of 127 to 227 vs regular video campaign.
Background
Hong Kong Disneyland (HKDL) has been with Hong Kong since 2005. 2020 is the year to celebrate their 15th anniversary with the unveiling of the new reimagined castle which stands for courage, hope and possibilities.
This new Castle of Magical Dreams launch is the key focus for the anniversary campaign, using it to kick off and announce the year-long celebration with different kinds of events and excitements.
With the pandemic wreaking havoc in Hong Kong for quarters and the travel lock down, it is hoped that this new Castle of Magical Dreams can help to bring hope and happiness for Hong Kong people again.
Objective
As a primary goal, HKDL aimed at making the 15th anniversary and new Castle launch as a talk-of-the-town event and building rapid campaign awareness among the Hong Kong people during the launch phase of the campaign.
Secondarily, we also want to sustain awareness and engage the audiences throughout the year-long communication by showing them different features of the new castle and product offerings of the event celebration.
The Masthead position offered by YouTube provides a prominent position for this massive-scaled campaign to leverage on and build the repaid awareness. The YouTube platform also provides valuable audience insights for those who viewed the livestreaming event, which we can then be collected for the upcoming year-long communication re-engagement through the same platform.
Execution
Campaign strategy was broken down into three phases:
1. Livestream event on Castle launch date to drive immediate awareness of the 15th anniversary kick off
• As the most used online video platform in Hong Kong, YouTube Masthead was identified as the attention capturer with its strategically prominent position. It cannot be missed whenever the audience visited YouTube. To build the talk-of-the town effect, we adopted a take-over approach by securing 100% ownership of the Masthead inventory for 24 hours on the event launch date. Inside the masthead, we built in the livestream format with an 8-hour showcase of the brand-new iconic castle different facets from day to night.
2. Thematic videos to sustain awareness in the mid phase
• After the launch date, the thematic videos with different duration edits were used to sustain event awareness.
3. Multiple videos using different communication angle of 15th anniversary messages to retarget in the last phase
• To further drive audience engagement, multiple video assets was used to create different route of message communication funnels
Audience who views the thematic video (non-skipper)
• We assume that they were interested to know more, so we fed them with longer form 15th anniversary video or castle sizzles video with enriched content
Audience who skip the thematic video (skipper)
• We engaged them with other type of video assets, such as the reaction video or KOL storytelling video to re-hook their attention to our Castle and 15th anniversary product offerings but in another angle.
Result
The Masthead livestream collects 812,000 unique views on the 1st day launch.
The use of awareness mix can achieve the ad recall lift with index of 154 versus regular skip + non-skip true view buy. The ad recall lift is the best in class according to the Google benchmark.
The video ad sequencing improved all the viewed through rate of all different video assets with index of 127 to 227 vs regular campaign standalone TrueView
