Multi-Screen Product Launch Campaign
Maximize reach and memorability at launch by orchestrating Display, Video, DOOH and Social campaigns across every screen.
+45% Brand Consideration Lift With Multi-Format Programmatic Video
The Challenge: A New EV in a Crowded Market
A leading automotive brand was launching a new electric vehicle into a market where consumer consideration for EVs was growing fast but brand differentiation remained low. The brand needed to move beyond simple awareness and actively drive consideration -- placing the model on the shortlist of buyers actively researching their next vehicle. Generic pre-roll campaigns were delivering views but not shifting purchase intent.
We designed a full-funnel video strategy executed primarily through DV360 with CPM buying for CTV and outstream reach, and CPCV (cost per completed view) for YouTube pre-roll to ensure the brand paid only for fully watched content. Instagram Reels rounded out the mix for younger demographics. Over 12 weeks, we delivered 8.5 million completed views at a 78% average view-through rate and a statistically validated 45% lift in brand consideration -- 28% below automotive industry cost benchmarks for completed views.
How We Delivered It
A multi-format video strategy on DV360 combining CPM reach on CTV with CPCV efficiency on pre-roll, guiding audiences from discovery to active consideration through sequential storytelling.
CTV for premium living-room reach
We served non-skippable 30-second spots across leading CTV platforms via DV360 on a CPM basis, capturing undivided attention in a lean-back viewing environment. This established the emotional foundation of the brand narrative at a controlled cost per thousand.
YouTube pre-roll with CPCV buying
We ran TrueView and bumper ads against auto-intender audiences and EV-related content on YouTube through DV360, using CPCV bidding so the brand paid only when a viewer watched the full ad. This ensured every dollar went toward genuine attention, not skipped impressions.
Outstream video on premium editorial
We activated in-read and in-banner video units on tier-one automotive and lifestyle publishers via DV360 on CPM, delivering incremental reach with high viewability to complement the broadcast-style CTV placements.
Instagram Reels for younger demographics
We created short-form vertical video creatives on Instagram Reels to reach younger audiences with authentic, mobile-first content showcasing the vehicle's design and tech features -- extending the campaign's consideration impact beyond traditional video environments.
Why Kalithea Made the Difference
Sequential creative storytelling across formats
We designed a creative sequence that moved audiences from an emotional brand film on CTV through product-focused pre-roll and finally a consideration-driving CTA on social. Each format played a distinct role -- no duplicated messaging, no wasted frequency.
View-through rate optimization that beats benchmarks
Our trading desk continuously optimized placement selection and bid strategies within DV360 to maximize completed views, achieving a 78% VTR -- well above automotive industry benchmarks. CPCV buying on YouTube meant the client never paid for a skipped ad.
Brand lift measurement baked in from day one
We embedded a robust brand lift study from the outset, measuring aided awareness, consideration, and purchase intent across exposed and control groups. As an independent agency, we reported real lift numbers with statistical significance -- not platform-reported vanity metrics.
8.5M
Completed video views across CTV, pre-roll, outstream, and Reels
78%
Average view-through rate across all video formats on DV360
+45%
Brand consideration lift validated by exposed vs. control study
-28%
Cost per completed view vs. automotive industry benchmarks
Discover more...
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