Pharma Company Upneeq Gets 82% More YouTube Clicks Than The Average Video Engagement Campaign

YOUTUBE CASE STUDY

Pharma Company Upneeq Gets 82% More YouTube Clicks Than the Average Video Engagement Campaign

Results lead brand to extended campaigns and increase budgets.

Pharma Company Upneeq Gets 82% More Youtube Clicks Than The Average Video Engagement Campaign

THE GOAL

Upneeq, the only FDA-approved prescription eye drop for treating Acquired Ptosis, partnered with Sightly to: 

  1. Increase overall brand awareness and 
  2. Drive consumers to its site to educate them about how to treat the condition with their eye solution.  

The brand decided to target a couple key benchmarks:. 

  • Brand awareness, via a view rate KPI against the Sightly in-stream benchmark of 40%, and
  •  Driving consumers to the Upneeq website, via a clickthrough rate (CTR) KPI against the Sightly CTR benchmark of 0.11%.

THE METHOD

We ran targeted YouTube skippable In-stream video ads for Upneeq’s core audience that prompted viewers to click through to its website to learn more about its eye drops for treating Acquired Ptosis.

Upneeq eyecare

Our strategy team built detailed custom audience profiles to target the most relevant group of potential consumers. 

  • Audience personas included users with interests in beauty, cosmetic procedures, and eye health topics. 
  • We layered demo targeting across all audience tactics to ensure relevance with messaging.

THE RESULTS

Upneeq label

Sightly was able to achieve: 

  • 60+% view rates, which increased steadily throughout the campaign. These view rates were 50% higher than the campaign benchmark of 40%. 
  • CTR of 0.20%, which surpassed the Sightly benchmark of 0.11% by 82%, indicating that potential consumers engaged with messaging and were willing to click to the homepage for further education.

Overall, the campaign’s strong performance led to incremental budgets and campaign extensions, allowing Sightly to: 

  • Reach even more of Upneeq’s niche target audience, 
  • Increase brand awareness even further, and 
  • Continue to implement rigorous creative and audience/device targeting optimizations that boosted efficiency more, 

all of which served to strategically promote consumer education around Upneeq’s product.

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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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