00:02
We're trying to convince and show Canadians that we are much more than what we are known for. My name is Sean Goodwin, I am the VP of marketing for Mark's. Mark's has been around for a long time. When we went on this journey, we were known as a masculine, hard working, gritty retailer. But we service Canadians off the job so much through simple quality essentials in a simplified, easy way.
00:27
And that's ultimately what all things simple was meant to do, was open the minds of Canadians to a whole new world of Marks. With digital video reaching the right customer at the right time with the right message is incredibly important, and YouTube is one of the best platforms you can use to be able to do that.
00:48
First, it was important to build a great campaign creative that effectively showcased our new brand messaging. So we followed the YouTube ABCDs to build a strong creative ensuring we were grabbing audience attention. We were thoughtfully sharing our new brand message, of all things simple. We were authentic and showing Canadians how our brand connected to them for all their apparel essentials.
01:08
So to help us reach our target audience at the right time with obviously the right frequency, we used YouTube Select, which helped build brand awareness and engagement. By doing this, we were able to increase recognition of our brand message, of all things simple, and show Canadians that we're a destination for their apparel essentials.
01:28
Through this campaign on YouTube, we saw a 43% lift on branded searches for Mark's in our footwear
01:34
category alone. We've attracted 13% more new members to Marks as our customer acquisition targets, and we've also been able to grow the business 18% across that time. Behaviours in Canada are changing. More digital video consumption is 100% going to be the norm, and we need to really leverage our YouTube partners to be able to connect with Canadians into the future.
