YP℠ Showed Advertising Week XII How to Make Every Day Local
As part of Advertising Week 2015 – a week-long, annual meeting of thought leaders and influencers in the advertising, communications, technology, and creative industries held in New York City’s famed Times Square – we hosted our very own panel discussion as part of the three-hour YP Local Summit on Wednesday.
Inspired wholly by our successful Make Every Day Local℠ campaign – a digital video campaign featuring celebrity influencers like Jake Owen, Hannah Storm, and Reggie Bush, who take us all on tours of their favorite local businesses in their home towns – our Make Every Day Local panel was an opportunity to showcase how branded video is quickly becoming one of the best ways for brands to engage, inform, and entertain today’s consumers. The panel featured YP’s SVP of Consumer Marketing, Alex Kaminksy – who also provided opening remarks to kick off the Local Summit – and YouTube/Google’s Brand Strategist, David Sandler.
The panel was way more than just a straightforward case study of the campaign. Rather, it was an opportunity to put a spotlight on best practices for creating truly engaging branded video content that connects with consumers, whether in the form of Web series, short films, or the tried-and-true 30-second spot. The discussion also dipped into the territory of measurement, highlighting key metrics and key takeaways that brands should keep top of mind when evaluating the overall success of their digital video campaigns.
To date, the Make Every Day Local campaign has been a massive (and growing) success:
- 7.5+ million views on YP’s YouTube channel
- 27% view rate (vs. industry average of 14-18%)
- 22% awareness lift for YP.com
- 32% recall lift for YP.com
- 55% brand keyword lift (on Google search)
Feel free to watch the entire discussion here (fast forward to 41:30):