CPG YouTube Campaign Guided By Brand Mentality™ Reaches Coveted Multicultural Audience

CPG / MULTICULTURAL / BRAND MENTALITY™ CASE STUDY

Brand Mentality-Guided CPG YouTube Campaign Reaches Coveted Multicultural Audience

Personal care brand runs innovative campaign to lift brand awareness and identify key influencers, as well as moments that matter.

Young woman moisturizing

THE GOAL

A CPG Personal care brand wanted to reach multicultural consumers with brand messaging, in order to make their name top of mind for their target consumers on YouTube. 

The campaign aimed to reach the ideal multicultural consumers, so effective tactics were implemented and measured via brand lift study to identify lift in brand awareness among that target audience.

THE METHOD

Sightly implemented a strategic combination of skippable and non-skippable units. Strategic implementation was to be guided by the brand’s Brand Mentality™, Sightly’s proprietary approach for implementing a brand’s contextual preferences, reactions to scenarios, desired outcomes, and more.

jars of moisturizer
  1. Created an extensive AA Influencer channel list of beauty, fashion and entertainment influencers that resonate with the target AA .
  2. In addition, created an extensive channel list targeted to Latina audiences on YouTube, to create a hyper relevant targeting base.
  3. Identified moments in real-time that represented the brand’s core values via the Brand Mentality™ profile. This included content around Black History Month and Women’s History Month.

THE RESULTS

moisturizer in palm

Extensive testing and hyper-relevant optimizations based on Brand Mentality resulted in a statistically significant brand lift, with 103K lifted users for awareness (+2.5% relative lift).

Beyond typical media measurement, the campaign also provided learnings about meaningful cultural moments that mattered and the influencers that resonated most with their audience. Top influencers included Cardi B, Saria Raine and Lil Uzi Vert.

The insights were twofold:

  1. There is an abundance of data that can be used to inform general business goals, targeting tactics, creative, and more.
  2. We learned more about the contextual relevance of influential content creators in the AA community.

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