Case Study

Optimizing Mobile Video Ads

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. 

The Goal

Drive favourability and purchase intent for Andrex®.

  • Campaign Date: October-December 2020
  • Creative Formats: 6 and 15 Second Videos
  • Markets Measured: United Kingdom
  • Inventory: King Games

 

The Solution

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 Results

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. 

 

  • 99.9 %

    Viewability

  • 97.9 %

    Video Completion Rate

The Success

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. 

"Our partnership with Activision Blizzard Media provided a seamless brand integration for us. Their premium game environment granted us access to a highly engaged and relevant player-base, which was instrumental in delivering brand impact for Andrex®."

Emma Drew

Marketing Manager, Kimberly Clark

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