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Building on our YouTube Works series launched in 2022, marketing expert Mark Ritson speaks to leaders from top brands in Australia and New Zealand to understand how they’re realising long- and short-term marketing results with YouTube.
For marketers pursuing brand and performance strategies, driving both long-term impact and short-term results can be a dual challenge. But those who are savvy recognise that YouTube lets them seamlessly achieve both outcomes.
Take ANZ, New Zealand’s oldest and largest bank, as an example. Faced with declining market share, it recognised the opportunity to amplify its brand on a platform that delivers both long- and short-term objectives.
The bank knew audiences in New Zealand were on YouTube, so it launched a long-form storytelling campaign on the digital video platform. It coupled that with performance and product-focused marketing to drive results at the bottom of the funnel. It also tapped into mixed media modelling to measure results and fuel continuous growth. The result: Its ROI on YouTube grew 52% year on year.1
Check out this episode of “The Long and The Short of It,” where Mark Ritson speaks to ANZ’s CMO Astrud Burgess, and learn how the bank scored its most successful brand campaign to date.