Harmon Brothers – The Original Viral Video Agency
CASE STUDY
“Harmon Brothers has passed every single expectation I set prior. Simply fantastic. I do not believe they can improve (although they have surprised me before)!”
Baron of Dice tasked our team with creating and executing a campaign to positively impact the brand, increase overall brand awareness, and drive consumer acquisition.
The KPI’S focused on to achieve these goals were ROAS, Purchase conversion value, Unique CTR, and cost efficiency (meaning the purchase conversion value/amount spent).
THE STRATEGY
The strategy involved creating 5 unique short form videos, each varying in creative approach and run time, to drive brand recognition, engagement, and sales. The campaign aimed to capitalize on their current audience, as well as expand their reach to new audiences, and also to work hand in hand with their current creative content. We aimed to create content that resonates with a broad audience at the top of the funnel. By doing so, we enhanced the relevance of our middle and bottom-of-funnel campaigns, ultimately targeting an audience more likely to make a purchase or become repeat customers.
CLICK ABOVE TO WATCH ONE OF THE VIDEOS
THE EXECUTION
Video Content Creation:
The team produced 30 unique pieces of content from the 5 core videos to be utilized across several placements & platforms.
These videos were created to drive brand recognition and awareness. We came up with relatively inexpensive, but creative concepts, to create unique content that proved both engaging and compelling. This also included capturing a long list of shots with numerous styles of dice in slow motion that showed both the quantity and quality of products that Baron of Dice provides.
Targeted Distribution and Optimization:
The team strategically planned the video creation process with the current target audience in mind as well as reaching entirely new audiences. The scripts were also written with the intention of optimizing edits after testing the videos.
Therefore, after the ads were launched and the testing phase completed, the Harmon Brothers and Baron of Dice teams identified how to ideally modify the videos based on their performance around KPSi’s in order to achieve the best results possible.
THE RESULTS
HB’s content average ROAS was 25% higher than the pre-existing content: Our videos had an average of 8.74 ROAS
50% of the highest performing ads used HB content: 64 total ads were running in this campaign. Of these 64 ads, 18 of them were using HB content. Despite only being present in 28% of the ads, the HB ads were used in 10 of the top 20 performers
HB’s content contributed to 33% of the purchase value with only 29% of the ad spend: HB’s videos were able to engage and persuade consumers towards a purchase more effectively than the pre-existing ads.
HB’s highest performing video had a ROAS of 20: Additionally, 3 videos achieved a ROAS of over 11, 2 had a ROAS of over 10, and 2 had a ROAS of over 9. The lowest performing ad that ran our content still outperformed the industry standard ROAS (1.8) at 2.08
Unique CTR improved by 20% after the implementation of HB’s content: Viewers were more likely to click the link and spend time on the web page with Harmon Brothers content.
SOUND LIKE SOMETHING YOU’D LIKE FOR YOUR BUSINESS?
Give us a call at (801) 704-7732 or click here to explore the possibilities of working together to grow your business.
