Cases
LC Waikiki Achieves Record Brand Lift with YouTube’s “First Position” Strategy
Challenge:LC Waikiki aimed to strengthen its leadership in the denim category during a special launch campaign. The primary goal was to increase brand recognition and awareness of their denim collection among consumers using the communication strategy and slogan “My Denim World.”
142%
Higher absolute ad recall lift
151%
Higher headroom ad recall lift
Approach:To maximize the impact of the launch, the brand utilized the “First Position” feature on YouTube, allowing them to reach engaged viewers right at the start of their viewing sessions. They strategically combined non-skippable video ads and YouTube Shorts to ensure the “My Denim World” message remained top-of-mind for consumers seeking stylish and affordable denim.
Partnering with SEM:Working with the agency SEM, the campaign leveraged the advantage of being the very first ad a user sees in a session. According to Orhan Gümülcineli (Digital Marketing Executive at SEM), this approach captured the attention of users before they were exposed to other ads, significantly boosting both engagement and brand awareness.
Results:The campaign delivered exceptional performance compared to other reach models that did not use the first position: 142% higher absolute ad recall lift. 151% higher headroom ad recall lift. Successfully achieved primary marketing objectives in Awareness and Brand Consideration.