WOLVERINE: THE EFFECTIVENESS OF A YOUTUBE CAMPAIGN
Posted: Sat Jan 18, 2025 9:44 am
On April 25, in conjunction with the release of its film Wolverine, Fox launched an online banner advertising campaign. The campaign appeared simultaneously in 11 countries – the United Kingdom, France, Italy, Spain, Germany, the Netherlands, Sweden, Australia, Russia, Ireland and Brazil – in what has been considered the largest campaign of its kind to date.
YouTube collaborated with Fox , Isobar and MetrixLab to evaluate the impact of the global launch campaign for the film “X-Men Origins: Wolverine” in the United Kingdom and Spain markets, analyzing a series of key performance indicators.
The wide-ranging global Wolverine cryptocurrency data campaign included elements of print, television, radio, online and billboard advertising, all used simultaneously, resulting in extremely high levels of ad recall among respondents.
The Wolverine banner ad on YouTube alone significantly exceeded expectations in terms of user awareness of the campaign. Awareness grew by 15% in the UK and 19% in Spain, and peaked at over 23% in specific demographic groups (Spanish males aged 23-29). There was strong impact not only among Wolverine’s target audience (males under 25) but across all demographic groups; for example, the over-40s group saw a 21% increase in spontaneous responses of campaign awareness.
The campaign also had a direct impact on audience behaviour. Up to 8% more of the target audience stated their intention to go see the film after having seen the advert. This advertising format managed to increase expectations about the film by 6% among respondents from the target audience in Spain, who expected the film to be as good or better than other previous X-Men films.
A third of all respondents had previously shared the link to the movie trailer with their friends, clearly demonstrating the effectiveness of YouTube as a platform for distributing content on the internet. Google Insights for Search showed that on the day the banner ad was launched, there was a significant increase in the number of searches made by users using the terms Wolverine and X-Men.
YouTube collaborated with Fox , Isobar and MetrixLab to evaluate the impact of the global launch campaign for the film “X-Men Origins: Wolverine” in the United Kingdom and Spain markets, analyzing a series of key performance indicators.
The wide-ranging global Wolverine cryptocurrency data campaign included elements of print, television, radio, online and billboard advertising, all used simultaneously, resulting in extremely high levels of ad recall among respondents.
The Wolverine banner ad on YouTube alone significantly exceeded expectations in terms of user awareness of the campaign. Awareness grew by 15% in the UK and 19% in Spain, and peaked at over 23% in specific demographic groups (Spanish males aged 23-29). There was strong impact not only among Wolverine’s target audience (males under 25) but across all demographic groups; for example, the over-40s group saw a 21% increase in spontaneous responses of campaign awareness.
The campaign also had a direct impact on audience behaviour. Up to 8% more of the target audience stated their intention to go see the film after having seen the advert. This advertising format managed to increase expectations about the film by 6% among respondents from the target audience in Spain, who expected the film to be as good or better than other previous X-Men films.
A third of all respondents had previously shared the link to the movie trailer with their friends, clearly demonstrating the effectiveness of YouTube as a platform for distributing content on the internet. Google Insights for Search showed that on the day the banner ad was launched, there was a significant increase in the number of searches made by users using the terms Wolverine and X-Men.