More and more home improvers go to YouTube to research how-to ideas before they even think about going to the store. We took advantage of this behaviour by targeting specific videos to users who were searching related projects.
The videos themselves used TV footage, in-store video, product stills and whatever else we had on hand to tell a compelling, 15 second story.
The results were so good that we opened the door to a significant new investment into online video from our client.