The New Corcoran.com: A Dog Finds New Digs in Creative YouTube Campaign

There are two things New Yorkers can"t resist: a great apartment and a cute dog. Understanding its audience, The Corcoran Group, one of the city"s largest real estate brokerages, launched a YouTube TrueView campaign to attract potential apartment shoppers that featured Marcel, a web-savvy French bulldog looking for a new home. Launched in conjunction with its redesigned website, the 30- and 60-second ads showed Marcel browsing the site"s listings, finding agents and reading about neighborhoods. And Marcel was a hit: Within seven months, Corcoran reached one million video views and an average click-through rate of 0.85%.

GOALS

  • Drive awareness of revamped Corcoran.com website
  • Generate a high number of website views at a low cost
  • Promote sharability

APPROACH

  • Used YouTube TrueView in-stream, in-display and in-search across desktop and mobile to engage urbanites looking for homes
  • Complemented YouTube with local television and taxicab advertising to maximize reach
  • Teased the campaign and generated interest on social networks

RESULTS

  • 1M video views in seven months at $.13 cost-per-view
  • 0.85% average click-through rate
  • 6.8M impressions

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