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Yeo Valley rap advert attracts brand new online audience
October 20, 2010
Organic milk and yoghurt producers Yeo Valley were certainly “keeping it country” as they unveiled their new advertising campaign – the Yeo Valley rap. The advert first aired during one of the commercial breaks of the X-Factor on Saturday 9 October 2010.
With such a strong commercial slot, its little surprise that visits to the Yeo Valley website spiked on the same day. UK Internet visits to the Yeo Valley website tripled on the day the advert went out.
A look at the most popular search terms containing the word ‘yeo’ over the last 12 weeks just goes to show the profound effect the advert had on search behaviour for Yeo Valley. Even though the advert was only around for one of the 12 weeks monitored, ‘yeo valley advert’, ‘yeo valley rap’, ‘yeo valley ad’ and ‘yeo valley advertising’ all made the top 10 most popular search terms, accounting for 14.46% of all yeo-related searches.
Of all of the searches online last week for ‘yeo valley advert’ nearly 50% of clicks went to YouTube in order to watch the advert. What perhaps is a little surprising is that Yeo Valley’s home page was the 25th most popular website to receive downstream traffic from the ‘yeo valley advert’ search term.
However, even though Yeo Valley didn’t benefit directly from traffic from people searching for the advert, our search sequencing tool shows that ‘yeo valley’ was the number one search term immediately after ‘yeo valley advertising’. The simplest explanation for this is that the majority of Internet users went to YouTube initially to watch the advert, but then thinking about the brand, went to the Yeo Valley website to find out more about their products.
The other interesting insight was that Yeo Valley’s online audience changed between the week preceding the advert’s airing on TV and the week after launch. Yeo Valley’s Mosaic audience is usually over-represented by the Active Retirement, New Homemakers and Alpha Territory Mosaic groups, typified by affluent professionals in suburban areas. Comparing the Mosaic profiles visiting the Yeo Valley website over the last two weeks shows how the online audience changed.
The biggest differences in audience between the week before and after the advert went out is for Claimant Cultures, Ex-Council Community and Upper Floor Living, typified by less affluent, lower income families living in small homes in local councils. Yeo Valley has managed to capture the attention of a new audience which previously did not visit its website, an objective you would imagine the company was trying to achieve with such a radically different advert for its products.
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Posted by Robin Goad at 05:22 PM
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In Categories Branding | Demographics | Food | Mosaic lifestyle
Comments
It really is a strong ad, and it's reassuring that Yeo put the money into TV to drive what could have been an online campaign that stayed underground.
Shame that 50% is "lost" to YouTube, though. Is there not a case for using shorter versions on YT and keeping the "unedited" version on one's own site? Or is it naive of me to think you can still control things at that level? :-)
Posted by Michael | October 25, 2010 11:56 AM
What a great post, with plenty of statistics explained simply... Thanks Robin.
Posted by Jon Payne | October 21, 2010 02:33 PM