by Greg Jarboe for Search Engine Land
YouTube marketing is growing increasingly sophisticated with the application of artificial intelligence (AI). Brands and marketers are finding new ways to use AI tools to improve the impact of their YouTube campaigns.
This article examines three case studies from Egypt, Saudi Arabia and India, showcasing successful examples of AI-enhanced YouTube marketing.
Creating video content that resonates
It takes time and talent to master the art of creating video content that can change hearts, minds and actions.
At least, that was the case until recently, when three key trends started reshaping YouTube marketing. (Spoiler alert: AI-generated content, community building and multi-language audio are transforming the world’s largest video-sharing platform.)
Content Marketing Institution (CMI) research explains why most video content fails to reach its full potential. As Robert Rose, CMI’s chief strategy advisor, observed:
“Video is a top priority for many organizations. But why haven’t budgets for video gone up? It’s not that organizations don’t take it seriously…. But interestingly, they’re not spending the money, time, or effort to produce enough of it, or any of it consistently.”
Although this should be enough information to prompt early adopters to get on the YouTube bandwagon, the early majority is more deliberate.
And they want to see success stories before they adopt an innovation or new idea – even one that’s been around since 2005.
What AI can and can’t do to make YouTube marketing more effective
I’ve been influenced by an October Think with Google article titled “What AI can and can’t do — and what that means for marketers,” by Anne Marie Nelson-Bogle, VP of Ads Marketing at YouTube, and Sean Downey, President of Americas & Global Partners at Google.
Here are the key points from their recent article:
- AI can automate repetitive marketing tasks (e.g., data processing, content creation, media buying), allowing marketers to focus on more strategic work. However, AI still requires human supervision.
- For content creation, AI can generate text, images and videos but lacks human creativity and judgment. Marketers need to provide direction, review output and make edits.
- For media buying, AI can optimize campaigns based on data, but marketers need to set objectives and budgets. AI may miss nuances that a human would catch.
- AI excels at crunching numbers, processing data and discovering insights. But marketers need to determine what data is useful and interpret insights meaningfully.
- The biggest value of AI is enhancing human capabilities, not replacing them. Marketers should focus on using AI for rote tasks while leveraging human strengths like creativity, empathy and judgment.
- AI marketing tools are becoming more powerful but still require thoughtful human application. Marketers need to find the right balance between human and artificial intelligence.
I agree with their thesis, but I’m not crazy about the three case studies they selected to support their arguments. So, I looked for three better examples.
Below are three case studies from Egypt, Saudi Arabia and India that illustrate what AI can and cannot do to make YouTube marketing more effective.
Dig deeper: The best AI video generators for creators and marketers
Case study 1: Boosting travel search interest with creative weather campaigns
- Title: “OK, sunshine: Egypt Tourism Authority marries live weather and video ads to boost travel search interest”
- Authors: Mohamed Elshamy, industry head of Google, Middle East and North Africa, and Alex Brunori, head of creative works at Google, Middle East and North Africa
- Published: September 2022
The Egyptian Tourism Authority (ETA) launched a creative campaign to boost travel search interest from the UK by marrying live weather data with personalized video ads. Here’s an overview:
Concept
- Leveraging Egypt’s sunshine: Recognizing Egypt’s year-round sun as a major draw, the campaign aimed to capitalize on dreary UK weather to entice viewers with sunny Egyptian escapes.
- Real-time personalization: Using OpenWeatherMap, weather conditions in six UK cities (Birmingham, London, Edinburgh, Liverpool, Newcastle and Manchester) triggered specific video ad versions.
Implementation
- Five weather ad groups: Cloudy, rain, thunder, snow and drizzle each had a custom video featuring the corresponding UK city and sunny Egyptian scenes.
- Targeted video reach campaigns: 20-second ads showcasing sunshine and iconic Egyptian landmarks aired to audiences experiencing those specific weather conditions in their city.
- Bumper ads for remarketing: Unskippable 6-second ads retargeted viewers who had previously engaged with the campaign.
To see an example, check out the snow-focused video ad.
Results
- Increased travel search interest: The campaign successfully piqued viewers’ curiosity about Egypt, leading to a significant rise in travel searches.
- Reflected the British traveler’s real-world experience in a relatable way: ‘We especially loved how British travelers related to our campaign,” says Amr El-Kady, chief executive officer of ETA. “The personalized creatives really helped create a strong sense of attachment to our brand.”
Key takeaways
- Real-time personalization enhances relevance and impact: Tailoring messaging to current weather conditions creates a strong connection with viewers.
- Data-driven targeting maximizes reach and efficiency: Targeting ads based on specific weather conditions ensures they reach the most receptive audience.
- Creative concepts captivate attention: Blending humor, real-time relevance and stunning visuals fosters engagement and interest.
The ETA’s campaign provides a successful example of how combining creativity, data and real-time personalization can lead to impactful marketing campaigns.
It inspires other brands to explore innovative ways to connect with their target audiences in relevant and engaging ways.
Case study 2: Coca-Cola Middle East’s impactful single-video strategy
- Title: “How Coca-Cola Middle East reached millions of people with just 1 adaptable video”
- Author: Venus Ozdemir, integrated marketing experiences director at The Coca-Cola Company for Eurasia and the Middle East
- Published: August 2023
Coca-Cola Middle East managed to reach millions of people across the region with just one adaptable video, thanks to a clever combination of creative ingenuity and AI-powered personalization.
The core strategy
- One base video: They collaborated with a popular Saudi Arabian comedian, Mohammed Shamsi, to create a single base video featuring relatable situations and humor. This provided a strong foundation for customization.
- Personalized variations: Using AI tools, they generated 32 different versions of the video, each tailoring the humor and references to specific regional segments and cultural nuances. This made the message resonate deeply with diverse audiences across the Middle East.
Campaign elements
- Targeted delivery: Utilizing Google’s AI-powered YouTube Video reach campaigns and skippable in-stream ads, they ensured the right variations reached the right people. This maximized efficiency and relevancy.
- Powerful message: The humor and relatable situations in the video touched on themes of friendship, togetherness and enjoying life’s simple moments, connecting with viewers emotionally.
To see an example, check out one of the videos targeted at thrill seekers.
Campaign impact
- Millions reached: The adaptable video approach helped Coca-Cola reach millions of people, exceeding initial expectations.
- Increased brand affinity: The personalized and culturally relevant messages resonated with diverse audiences, strengthening brand preference and connection.
- Efficiency and speed: By using AI tools, they were able to create numerous variations quickly and efficiently, saving time and resources.
Key takeaways
- Adaptable video content with regional and cultural personalization can effectively reach diverse audiences.
- AI-powered targeting ensures the right message reaches the right people, maximizing campaign impact.
- Humor and relatable themes can connect with viewers emotionally and strengthen brand affinity.
Coca-Cola’s campaign demonstrates the power of marrying creativity with technology to achieve impressive results.
It offers valuable insights for brands looking to connect with diverse audiences on a deeper level and maximize their reach with personalized video content.
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Case study 3: Mondelez India’s innovative approach to business goals and social impact
- Title: “Purposeful advertising: How Mondelez India drove sales for local stores during the pandemic”
- Featured interviewees: Anil Viswanathan, Senior Director Marketing of Mondelez India; Sukesh Nayak, Chief Creative Officer of Ogilvy India; Shekhar Banerjee, Chief Client Officer of Wavemaker; Anjali Krishnan, Senior Manager – Media for Mondelez India.
- Published: September 2021
Mondelez India, the makers of popular brands like Cadbury, faced a challenge during the pandemic: how to stay relevant and visible while supporting local stores struggling with lockdowns and restrictions.
They tackled this with a campaign called “Not Just a Cadbury Ad,” a hyper-local initiative focused on driving sales to nearby retailers.
Campaign elements
- Purposeful messaging: The video ad presented heartwarming stories of local stores and their owners, reminding viewers of the personal connections and vital role these businesses play in their communities. This resonated with consumers who were eager to help during the difficult times.
- Hyper-local personalization: Using Google’s AI and geo-targeting, thousands of personalized versions of the video were created, featuring specific stores near viewers’ locations. This increased the emotional impact and relevance of the message.
- Technology-driven reach: By partnering with Ogilvy, Wavemaker, DeltaX and Google, Mondelez leveraged various platforms like YouTube, Google Search and display ads to reach a wide audience across eight cities and 270 locations.
Watch “Not Just A Cadbury Ad Campaign Video” to see how the ads were made.
Results
- Doubled sales: Retailers featured in the personalized ads saw their sales double, demonstrating the effectiveness of the targeted approach.
- 32% business growth: Mondelez surpassed its planned business growth by 32%, exceeding initial expectations.
- Award-winning campaign: The campaign won The Ruby Award at India’s YouTube Works 2021 for outstanding business results and the Grand Prix award for overall campaign excellence.
Key takeaways
- Purposeful advertising, focusing on supporting local businesses during a challenging time, resonated with consumers and led to positive outcomes.
- Hyper-local personalization and data-driven targeting significantly increased the campaign’s impact and reach.
- Effective partnerships with technology and marketing agencies played a crucial role in the success of the campaign.
This campaign from Mondelez India demonstrates the power of purpose-driven marketing and innovative use of technology to achieve both business goals and positive social impact.
It offers valuable lessons for brands seeking to connect with their audiences meaningfully, especially during times of crisis.
The net-net
These case studies demonstrate key lessons around using AI for content creation, media buying, data analysis and campaign personalization.
While the technologies bring important efficiencies, human oversight remains critical for judgment, creativity and building empathy with audiences.
The campaigns achieved impressive results. By balancing automated processes and a human touch, brands can connect with customers more directly and meaningfully.
