Tangeche: Building awareness and increasing consideration with young drivers
Tangeche was launching a new auto-leasing app for mobile users, and wanted to target young drivers.
Tangeche chose Youku – China’s leading entertainment platform – to reach their target audience via Youku’s premium video content. Mirriad collaborated with Tangeche and Youku to create an innovative in-video ad campaign that embedded Tangeche’s brand messages into the most contextually relevant scenes across more than 20 different shows over five months.
This large-scale campaign successfully reached the target audience, and hit Tangeche’s awareness and consideration goals.
“We successfully reached our target audience, and hit measurable results in brand lift.”
Impressions NEARLY 800M
Brand awareness 58% Up 17PPT
Brand Intention Up 3X* – EXPOSED V UNEXPOSED
Follow-up action 94%