The Client
Optimalprint is under the umbrella of Gelato, a global print solutions giant. They empower users to create personalized prints, right from their smartphones or computers.
What sets them apart is a blend of professional-quality designs, a dedication to eco-friendly practices, and local production.
Vireo Services
YouTube Ads
Video Ad Creation
Targeting
Remarketing
TLDR
Optimalprint wanted YouTube to drive real holiday purchases of its Greeting Cards, Mugs and Wall Art, not just views.
From November to December 2022, we ran a segmented YouTube ad campaign that re-engaged past viewers, reached new audiences and focused on people already interested in similar products.
Compared with the same period the year before, conversions grew 97% to 2,217 purchases and conversion value grew 160% to €106K, at a 4.7x return on ad spend.
The Challenge
Eager to tap into YouTube’s potential, Optimalprint aimed to promote their custom print products, targeting a surge in purchases for Greeting Cards, Mugs, and Wall Art during the 2022 holiday season.
Their ambition went beyond just visibility; they wanted real, tangible purchases by tapping into YouTube’s vast audience to turn views into sales.
The Execution
goals
- Drive holiday purchases of Greeting Cards, Mugs and Wall Art
- Turn YouTube views into tangible sales, not just visibility
- Reach past viewers, new audiences and people already shopping for similar products
Strategic YouTube Ad Creative
Among a series of strategic ads, this one stands out for its simplicity and directness. We created this ad to drive conversions.
It features a straightforward message paired with a compelling promotion, reflecting our focused effort to turn viewers into customers efficiently.
YouTube Advertising Strategy
Our campaign was methodically segmented to cater to specific audiences: we re-engaged past viewers, tapped into new demographics, and focused on users showing a clear interest in similar products.
This approach went beyond traditional metrics; it was designed to create genuine interaction and convert viewers into customers, demonstrating the impactful potential of well-crafted YouTube advertising.
Strategic Campaign Hierarchy
Our campaigns were precision-crafted to connect with specific groups. Each one was tailored to fit different audiences, ensuring we spoke directly to their interests.
- Tailored Campaigns: Designed unique campaigns for different audience interests and product lines, making ads more personal and effective.
- Broad Reach: Reached various customer segments, ensuring each ad resonated well, leading to increased engagement and sales.
Remarketing
Remarketing was key for re-engaging past visitors. We reminded them of our products in a way that was relevant to their previous interactions with the brand.
- Targeted Reminders: Re-engaged past visitors with ads that felt like a natural follow-up, strengthening the brand's impact.
- Personalized Messaging: Customized our ads based on users' previous interactions with the content, making our remarketing efforts persuasive.
Expanding to New Audiences
We also branched out to engage new audiences, strategically targeting people who hadn’t yet discovered Optimalprint, which significantly increased reach and conversion rates.
- Diverse Markets: Shifted focus to engage with 'cold' audiences, sparking interest and converting new segments of the market.
- Strategic Engagement: Refined our reach by connecting with users at the cusp of the market, leading to new customer acquisition.
Targeting In-Market Shoppers
Finally, we honed in on users actively searching for similar products. By focusing on their existing interests, we could directly influence their purchase decisions, leading to higher engagement and conversions.
- Direct Persuasion: Concentrated on users already exploring similar products, nudging them towards making a purchase.
- Measurable Results: Our targeted strategy significantly increased engagement and conversion rates, affirming the effectiveness of precise advertising.
The Results
Overall
In just a month, Optimalprint’s conversions increased by 97% compared to the same period last year, leading to 2,217 purchases.
Against last year’s figures, conversion value surged by 160%, reaching a total of €106K. The campaign’s efficiency, with a ROAS of 4.7x, highlights a big improvement over the previous year’s holiday performance.
Return on Ad Spend
Across all five campaigns
Nov to Dec 2022
Conversions
2,217 purchases
Year-Over-Year
Conversion Value
€106K in sales
Year-Over-Year
Cost per Conversion
Down to €7.23 by Dec 12
Campaign Average
Impressions
Across all five campaigns
Nov to Dec 2022
Views
Across all five campaigns
Nov to Dec 2022