A branding campaign on YouTube significantly improved consumer awareness of Magalu (Magazine Luiza), one of Brazil's largest retail companies. This article will tell you all about this story. Read on!
HISTORY OF MAGALU
Founded in 1957 on the initiative of clerk Luiza Trajano Donato and traveling salesman Pelegrino José Donato, in Franca/SP, Magalu had humble beginnings. The two entrepreneurs acquired a gift shop in the city, which was called Cristaleira, and soon after relaunched it under a new name. Thus, Magazine Luiza, now Magalu, was born.
With good customer service and good management, the demand for purchases increased rapidly. Therefore, in the following years, Luiza and Donato began to expand regionally, opening more stores in adjacent cities.
Later, in the 1990s, Luiza Helena Trajano, the founder's niece, entered the scene. And the niece did not disappoint. With the status of superintendent of the company, she implemented new campaigns, promotions, new stores, invested in e-commerce, and professionalized management, among other actions that led Magalu to the top of national retail.
Today, Magalu has over 1.400 physical stores in 21 states, and an e-commerce marketplace . Recently, the company's management decided to undertake a new marketing project, this time with the help of Google and YouTube, which further enhanced the brand's power. Discover what this project was in the next section!
THE MAGALU PROJECT WITH YOUTUBE AND GOOGLE ADS
Magalu's project with Google Ads and YouTube aimed to transform the retail brand into a benchmark in the home tool sales sector. To achieve this, the company's management implemented a branding campaign with various resources, which you will learn about below. Keep reading!
SOLUTIONS
Among the various Youtube and Google Ads solutions for Magalu are, for example:
- Branding Of video: campaign creation based on search data and analysis of audience metrics. The video campaign aimed to sell home tools. Furthermore, she aimed to transform Magalu into a reference in this category;
- Campaign suitability and monitoring features: Magalu used Google resources such as Brand Lift (consumer focus group questionnaires) and monthly category performance analysis to measure campaign efficiency and Brand Awareness. Data from video ads in InStream format and other ads used by the company were measured.
Based on resources like these, Magalu defined priority categories and audiences for the brand, created a data-based video campaign, and then monitored the results. Find out more about it next!
RESULTS OF THE MAGALU PROJECT WITH YOUTUBE AND GOOGLE
Through its branding campaign on YouTube, Magalu achieved:
- 10% (more than) sales conversions in the home tools category;
- 2,7 million (more than) consumers revealed a propensity to purchase home tools on Magalu in the future.
Furthermore, 33% of Magalu's purchase journeys were influenced by the video campaign. This excellent result, in short, demonstrates that Google and YouTube tools are formidable for brand marketing purposes . It's worthwhile to promote your e-commerce through them.
HOW TO ADVERTISE ON YOUTUBE AND GOOGLE?
To promote or run branding campaigns for your e-commerce business on YouTube and Google, rely on the support of Agência e-Plus! Agência e-Plus is certified on the Google Ads platform and, in addition, holds the Google Partner Premier badge , placing it among the top 3% of Google partners for promoting brands and products online. Therefore, Agência e-Plus is fully qualified to create, test, evolve, scale, and manage digital marketing projects using these technologies.
With more than 10 years of history, the e-Plus Agency has carried out more than 400 Digital Marketing and e-commerce projects for companies in Portugal, Spain, Costa Rica, Argentina, Colombia, Ecuador and Brazil, among others. You can also hire from anywhere in the world. To do this, click the following button and start a conversation via the messenger app right now:
