driving Full funnel influence Through Video Campaigns

 

An AI-powered finance software platform’s goal was to reach finance decision-makers with an updated branding position through a full-funnel video campaign effort.

The Approach

Rather than running awareness and conversion separately, the campaign was structured as one connected funnel built on three stages. 

  • Awareness: targeting in-market and affinity audiences

  • Consideration: targeting remarketing lookalikes and custom search segments

  • Conversion: targeting site visitors

Multi-format video testing was implemented as skippable, non-skippable, and Shorts formats ran in parallel to identify top performers early and maximize reach at launch. The Demand Gen campaign type was leveraged for lower-funnel targeting, while classic YouTube campaigns were used to drive awareness.

Results

Building Awareness

  • 90M+ impressions at a 34% skippable view rate

  • 35K lifted users, a 6% relative lift in brand favorability, confirming the awareness stage moved perception

  • Viewers logged over 100,000 hours of total watch time, with over 50% watching to completion

Capturing Demand

  • 1.40% CTR at the consideration stage, 24x higher than the awareness stage, showing the audience moved forward in the funnel

  • Nearly 90 platform-comparable conversions across the funnel, with nearly a third of those engaging on one device and converting on another, evidence of multi-touchpoint influence

  • Nearly 70 conversions captured at the final stage, driven by remarketed users re-engaging with the brand

Let’s Get In Touch

Please share any details about your current SEM goals and challenges, and I will follow up via email.

You can also reach out directly by emailing me at lauryn@lauryndenneydigital.com.