Manchester digital marketing agency Return has won the YouTube Works for Brands award for Best Use of YouTube on a Small Budget thanks to the success of its campaign for Robinsons Brewery.
The Stockport-based brewery chose Return to deliver a digital campaign with the objective of increasing in-store purchases by improving consumer recall of its Old Tom brand.
Designed to highlight the 119-year history of Old Tom and draw attention to the brand’s recently redesigned packaging, the campaign centred around a series of bespoke animations that were amplified via YouTube, Instagram and Facebook.
The results surpassed expectations, with the videos generating 80,000 plays and a 25% interaction rate via YouTube.
Significantly, this prompted a spike in search activity around Old Tom and an 81% increase in offline sales during the campaign period – equivalent to more than 25,000 additional bottles sold. This was all the more impressive as the brand had endured two successive years of double-digit decline.
Speaking about the award, Return’s Managing Director Guy Levine said: “We know there’s a preconception from some brands that video is expensive and doesn’t deliver results in the real world. Our campaign for Old Tom proves that this simply isn’t the case.
“Through a combination of striking creative and intelligent targeting, we were able to generate staggering results – both online and offline – with a conservative budget.”