Kimberly Clark utilised Activision Blizzard Media’s mobile platform to boost brand impact for its Andrex® campaign. By leveraging an ad effectiveness study, Kimberly Clark was able to test the efficacy of opt-in video ads among leaned-in players within a highly premium environment.
Drive favourability and purchase intent for Andrex®.
Activision Blizzard Media served multiple, unique rewarded video ads to promote Andrex®. The vertically-oriented videos, optimised for mobile ad platforms, featured on-screen text with key messaging takeaways. Thematic consistency between creatives reinforced branding presence and recognition. As a result, the campaign saw great success in boosting impact for the toilet tissue brand.
The user-initiated rewarded video ads provided players with value during key moments of gameplay. Consequently, the Andrex® campaign outperformed industry norms on viewability and video completion rates.
The campaign was highly effective in driving lift across all three brand metrics. The strongest impact was seen in a double-digit lift for ad recall.
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