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Lorem ipsum ergo sum this is a caption blurb about the article.
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Gousto has had a stellar year. As the subscription recipe box provider’s VP of brand, Anna Greene, recently told Marketing Week, shifting spend into brand as opposed to performance marketing has helped it “supercharge” its growth. Awareness is up 34% year-on-year, according to Gousto’s internal data.
It launched its first brand platform, ‘Give It Some Gousto’, in 2019, helping it more than double revenue to £189m in the 2020 financial year, and rolled out a new campaign in January 2021.
Alongside its media agency, the7stars, Gousto has also begun planning its audiovisual campaigns so that TV and YouTube sit side by side, to deliver reach effectively across screens.
Better together:
How Gousto has benefited from combining YouTube and TV
Recipe box provider Gousto has partnered with media agency the7stars to usher in a new, ‘fluid’ approach to planning audiovisual campaigns, with some exciting results.
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Greene explains what that means in practice: “Historically YouTube and TV have been pitted against each other, but we see video and TV as one strategy, with both essential in showing the great variety Gousto offers.
“Working with the7stars and Google, we’ve been able to create a more personalised content schedule that augments TV and drives overall campaign effectiveness - helping to achieve our vision to become the UK’s most loved way to eat dinner.”
For the7stars, it’s a proof point that its recent restructure, to focus on combining the channels when planning campaigns, was well justified. Nicola Teague, head of AV planning at the7stars, says taking a stance of ‘media neutrality’ gives planners and clients the freedom to pivot and challenge the status quo. “We know 25 million people now watch YouTube on their TV screens in the UK. It’s very much our opinion that we must look beyond linear TV to deliver the best AV campaigns. The freedom that we have as a truly neutral agency has meant that we have been able to restructure our activation team to get the very best out of YouTube, recognising it as a natural extension of our AV activity.”
YouTube and TV are better together
“We’ve been able to create a more personalised content schedule that augments TV and drives overall campaign effectiveness.”
And YouTube is in a league of its own compared to the other alternatives. ■
— Anna Greene, Gousto
Early on, Gousto, the7stars and YouTube quickly identified that creative was going to be a keystone for their success. The three partnered together to map the creative journey from the top to the bottom of the consumer funnel and took a data-driven approach from the outset. The teams generated regular custom creative reports to surface key points of analysis and recommendations, which were continuously looped back into the media and creative output.
Creative: Building for the future
Gousto’s ‘Give it Some’ ad by creative agency Mother
As it moves into 2022, Gousto is as ambitious as ever, looking to continue innovating alongside the7stars to maintain its impressive growth in sales and awareness, with AV fluidity at the forefront of its campaigns. Meanwhile, the7stars also plans to test consolidating parts of the brand's out-of-home media buying within Display & Video 360 - Google’s programmatic demand-side platform.
Max Gold, the7stars digital client lead on Gousto, explains: “We’re constantly looking to embrace innovation where it can drive creativity, efficiency and effectiveness. We have exciting AV plans ahead in 2022, where we’re working hard to do just that. Using tools to advise on best in class creative, integrating data sources across platforms, and testing out new video attention measurement is just a flavour of what’s in store.”■
Looking forward
For the7stars, creative is part of a long-term pivot for the future: the agency has invested in wrap-around ad tech tools including Halo, its creative technology tool built in alignment with Google’s custom machine learning solution. Halo enables the7stars to optimise video creative for digital environments and surface creative insights in real time.
New assets will be running for the new Gousto campaign that have been designed based on Halo insights, working closely with the brand’s creative agency, Mother.
Jonathan Harrison, digital strategy and transformation lead at the7stars, says: “We know that creative is the single most important driver of performance so, have developed the Halo tool and are piloting it to Gousto. This tool uses machine learning to analyse our video creative and surface recommendations in real time.
“These are based on thousands of inputs, such as brand presence and scene-specific view rates. Having this technology in place means we can experiment quickly and develop more effective video campaigns.” This combination of ad-tech development and agency structure is helping the7stars define its future strategy around ‘AV fluidity’, which is aimed at getting the most out of TV and YouTube.
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