TrueView ads had the highest success of targeting broad electronic music fans and first party Alan Walker audiences. TrueView was an essential part of this campaign at driving music video views and generating single awareness. Anything watched past the 30-second counts as a view to the overall music video view count. TrueView is a video ad format that gives the viewer the option to skip the ad after 5 seconds. TrueView ads targeted all Alan Walker channel subscribers, as well as related interests and specific keywords.
Users who skipped the trailer were later shown an animated video in Alan’s voice encouraging them to return back to the channel.
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Users who watched the full trailer were then rewarded with behind-the-scenes footage of the music video. A trailer of the music video was the first step in the “Fake A Smile” sequence.
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Sequence ads are a series of video ad trailers that serve in a specific order based on how users took action. Discovery ads reinforced previous Alan Walker channel engagers appearing across desktop and mobile when users searched specific Alan Walker related keywords and have previously engaged with Alan Walker content in the last 6 months The ad consists of a thumbnail image from the video along with a headline and description.
Formats Used + Learningsĭiscovery & Sequence ads targeted subscribed users who have viewed or engaged with Alan Walker YouTube content within the last 6 months.ĭiscovery ads are an ad format that promote a video on the YouTube search results page alongside related videos on the YouTube mobile homepage. While capitalizing on channel retargeting and re-engaging prior Alan Walker video viewers, The Orchard also implemented specific keywords, interests and genre targeting to reach new audiences across all ad formats. Moments leading up to the “Fake A Smile” YouTube premiere, Alan Walker also joined and engaged with fans in the live chat.ĭuring the release week of “Fake A Smile,” The Orchard Advertising team took a diversified approach by leveraging multiple YouTube ad formats to engage customers in different ways on YouTube and across the Google Network. The team helped with a UGC (user-generated content) campaign called “Fake A Smile”: For Those Who Dare – Gameplay Animation Challenge which challenged fans to create their own animated music video using video game footage synced with Walker’s “Fake A Smile” as background music. The video description included everything from lyrics, to a multi-retail link, the official Alan Walker social media handles, video credits, and the online Alan Walker merchandise store.Įngaging with fans online was a significant tactic used throughout the “Fake A Smile” music video campaign. This meant including key terms and hashtags in the metadata, as well as thorough details in the video description. The team prepped and set up additional video assets, such as a music video trailer and trailers for each social media platform to continue driving awareness to the premiere.īased on SEO (Search Engine Optimization) best practices, the team prepared metadata to optimize the video’s reach.
The Video Services team at The Orchard developed a release strategy and schedule to drive excitement and anticipation for the ultimate “Fake A Smile” music video premiere. We took the opportunity leveraging Alan Walker’s release “Fake a Smile” to re-engage fans and maximize views during release week. The campaign’s objective was to further increase artist awareness, drive YouTube channel growth, and increase traffic to his online merchandise store.
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cause my free membership will end very soon.Alan Walker is considered one of the major superstars in the electronic music scene and his YouTube channel is the 11th largest official artist channel in the world. Comment by ILLUMINATEįollow me on youtube to listen more. This nightcore of mine has broken my all records so far with more than 900 views in just 2 days. What a real fake smile looks like (=] Comment by Ansome34 If you all like this track follow me on youtube Comment by lolbitįalling star sound effect from terraria XD Comment by LoneWolf I fake a smile eve- i have said to much why music why do you make explain myself Comment by ILLUMINATE This so beautiful Comment by Gulalai khan I always fake a smile that I love this song Comment by Cosmic Have you seen the yt vid Comment by Aamira
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