Google published a study conducted by Metrix Lab in the UK and Spain with Adidas, sought to understand how the YouTube Masthead shifted key brand metrics for Adidas during their World Cup campaign.
Key findings from the study:
- The Adidas masthead on YouTube had strong cut-through and extremely high levels of recognition with close to two thirds of exposed respondents, in both the UK and Spain, recognising the campaign.
- Adidas' top of mind association with the World Cup was lifted by 13% and 10% in the UK and Spain, respectively.
- The Adidas masthead on YouTube drove positive brand image association in both markets.
- Those exposed to the campaign in the UK conducted 93% more searches on the World Cup and Adidas than those who did not see the campaign.
Here's the full study: