Objectives

​​​​​​Boost awareness for Google’s 2020 ‘Year in Search’ campaign through the voice and lens of The Daily Social Distancing Show with Trevor Noah and drive video views of Google’s brand creative cross-platform.

Strategy and Execution

Our marketing strategy included integrating Google’s ‘Year in Search’ campaign messaging into The Daily Social Distancing Show with Trevor Noah, in the voice of Trevor and the show. The in-show segment also included Trevor teeing up and tossing to Google’s ‘Year in Search’ brand spot, which was scheduled to air in commercial time, adjacent to the integration. Lastly, we distributed the in-show integration clip with Google’s ‘Year in Search’ creative stitched to the segment across The Daily Show’s social platforms to maximize reach and engagement, including TDS YouTube, TDS YouTube Story, TDS Instagram (infeed), TDS Instagram Story, TDS Facebook (infeed), TDS Facebook Story, TDS Twitter (including Amplify targeting), and Comedy Central Twitter.

Results

In addition to the linear in-show airing, TDS program delivered 19,931,360 impressions across social, 4,775,649 video views (87% over-delivery against 2,550,000 views guaranteed), 312,626 social engagements (likes, comments, shares, link clicks, saves, and all other clicks) and 1,185,346 total/13.7%* completed video views.

• On YouTube, the branded programing video had 2,595,720 video views, and 1,107,808 completed video views, 37,596 click engagements, delivering 35.3% video completion rate^ (vs. ViacomCBS benchmark 7.78% - 16.41%)
• YouTube organic YT views = 1,183,519 and delivered 75%+ of the campaign’s total impressions and ~45% of total views
• On Facebook, the social posts gathered 5,119,284 impressions, 1,539,363 video views, delivering 31.6% video view rate** (Vs. ViacomCBS benchmark 12.1% -19.8%) 
• On Instagram, the posts delivered 1,167,733 impressions, 185,983 video views and 19,906 social engagements, delivering 27.1% click + view engagement rate^^ (Vs. ViacomCBS benchmark 15.03% -24.22%).
• On Twitter, the social posts gathered 953,635 impressions, 454,583 video views, delivering 47.7% video view rate^^ (vs. ViacomCBS benchmark 17.2% -28.7%)

*Where 100% completed view metrics are available/reported
**Where video views metrics are available/reported

Separately, below are the highlights for Google’s TDS Twitter Amplify post:

• The overall Year in Search campaign had Positive/Neutral sentiment at 95%
• Tweet metrics were reviewed against the Q4 2019 @Google benchmarks (time frame and seasonality was comparable) and the content exceeded the View rate benchmark (52.59% vs. 46.98% benchmark)

Media