Emphasis was placed on the Google Display Network and YouTube as a way to engage with a creative target audience. The campaign was optimised daily to keep average Cost per Click (CPC) under $0.20.

Whilst the Search Network was used for 'Brand' and 'Creators' names keywords, the majority of the budget was spent on the Google Display Network; targeting music, film, fashion , art and design websites. Due to the creative nature of the target audience, Tug decided to target users with Rich Media (Banners and Click-to-Play Video Ads), as well as Text Ads. A YouTube strategy was also implemented, including In-stream Video Ads, Video Overlays, Banners, and Text Ads.

VIDEO DRIVEN RESULTS
Average CPC well below target
Over 120,000 relevant visitors discover the website monthly
At launch the 'Mark Ronson' video was viewed 652,678 times at a cost of only $0.01 per view