Koala’s ‘Never Uncomfortable’ YouTube campaign achieved view rates of 41 per cent, the company has revealed.
Created alongside video production company Vidico, the campaign looked at topics such as sub-par bedroom performance, unexpected pregnancy, and coming out to your parents, with the accompanying message “that on a Koala – nothing is uncomfortable”.
Vidico art director Michael Pirone highlighted the strong ROI on such a campaign.
“Millions of Australian’s have seen and loved our work with Koala, but I think this campaign tops them all by a long shot. The reality is that ‘Never Uncomfortable’ is outperforming work that is likely 4-5x the budget — there’s a huge value component that Koala and Vidico have figured out when it comes to long-form content,” said Pirone.
Koala creative director Michael Beveridge said the campaign was aimed at customers, as opposed to judges.
“Koala does creative that appeals to consumers, not award show judges, and I think that’s why our video creative is continually considered the benchmark by Facebook and Youtube – our click through rates, our view through rates and our conversion rates are always top notch.”
“The Never Uncomfortable campaign was our most cost-efficient in terms of lifting purchase consideration, and following our brand uplift study, we had an overall lift in Positive Response Rate of 20 per cent, which is massive, considering where Koala sits in the market.”
Pirone echoed Beveridge’s sentiment.
“Creative awards are great, but client outcomes come first. We see there being a lot of misused spend when it comes to the typical video production model, where the focus isn’t on outright performance — at the end of the day, it’s about generating real returns for the client. It’s all that really matters,” he said.