PHD Hong Kong - YouTube CODA Data Solution for Dove
Company Name: PHD Hong Kong
Project Name: YouTube CODA Data Solution for Dove
Project Summary
In a category driven by new news, this was a big challenge for Dove with no new SKU as well as a trimmed budget. Dove needed to drive renewed interest of its summer hero line-up Go Fresh as well as drive cost-efficiencies to better compete in this challenging environment with its new video creative assets.
As a market leader with a significant share of the body wash category, a good way to drive efficiencies and reach high-intent audiences is through the usage of 1st party data but we are limited by small seed audiences and we consequently face a lack of robust usage and application of Dove’s 1st party data.
To resolve this, we turned to YouTube CODA Data Solution – a market-first solution from Google where we can develop bespoke audiences by layering our 1st party data with Google’s 2nd party data to scale custom segments across YouTube, helping us amplify our limited pool of 1st party data to expand our potential audiences to reach up to 1000x the size of the seed audience and drive more robust useability in which we previously couldn’t activate due to our small seed audiences.
Using YouTube CODA Data Solution, we drove similar campaign performance to past campaigns but at a much more cost-effective rate. We drove campaign efficiencies such as -34% CPM vs. other 1st party data sources and -67% CPCV vs. other 1st party data sources which helped Dove maintain our business with no new SKU and a trimmed budget.
Background
Dove is a strong market player in the body wash category and every year during the summer, Dove would usually launch a new variant of their Dove Go Fresh series – one of Dove’s hero SKUs during the summer. However, this year there weren’t any new additions to the line-up.
This is a big challenge as the category is flooded with choice and driven by new news. Along with the encroaching threat of private label brands with their rapid growth as well as keen competition from Dove’s biggest competitor, this poses a challenging operating environment for Dove.
Objective
Only with new video creative assets available and no new SKU as well as a trimmed budget, Dove needed to drive renewed interest in the brand as well as drive cost-efficiencies to better compete in this challenging environment.
Execution
As a market leader with a significant share of the body wash category, a good way to drive efficiencies and reach high-intent audiences is through the usage of 1st party data as proven through past campaign performance where we see the best engagement and lower-funnel performance from video creatives with 1st party data targeting applied. However, we often run into many difficulties which limits the effectiveness and collection of 1st party data such as:
1) Our small market size with roughly 7.5M people
2) Increasing consumer privacy concerns on the collection of personal data
3) No data pass-back from retailer partners
4) Low audience map rates across Facebook and Google platforms where we usually use the latter to distribute our video creative assets
These factors result in small seed audiences and a lack of robust usage of Dove’s 1st party data. To resolve this, we turned to YouTube CODA Data Solution – a market-first solution from Google where we can develop bespoke audiences by layering our 1st party data with Google’s 2nd party data to scale custom segments across YouTube.
The YouTube CODA Data Solution helped us amplify our limited pool of 1st party data to expand our potential audiences to reach up to 1000x the size of the seed audience. Furthermore, along with the ability to scale custom segment models based on our specifications, CODA helped drive more robust useability of our 1st party data in which we previously couldn’t activate due to our small seed audiences.
Result
Using YouTube CODA Data Solution, we drove similar campaign performance to past campaigns but at a much more cost-effective rate. We drove campaign efficiencies such as -34% CPM vs. other 1st party data sources and -67% CPCV vs. other 1st party data sources which helped Dove maintain business with no new SKU and a trimmed budget.
With this breakthrough performance, we established a successful first-use case in Hong Kong to scale to other Unilever brands as well as other marketers in Hong Kong.
