Case Study: GRABENGO - PIVOT Video & Awareness Strategy
Project Details
When we first explored video advertising for GRABENGO, I launched a Google Video/YouTube campaign with a $67 budget to test awareness potential. We reached 6,446 impressions and 35 clicks with a 0.54% CTR, $1.99 CPC, and 0% conversion rate. The platform wasn't ready for our local restaurant model, and our organic social media content was already driving stronger engagement. I made the strategic decision to pivot our video budget to where our audience was more active and receptive.
Campaign Strategy
Strategic pivot to Meta
We shifted our video and awareness strategy to Meta platforms with a $362.56 budget, creating a geo-targeted awareness campaign optimized for local reach and engagement. I implemented audience optimization to maximize community reach, creative testing to identify top-performing content, and a dual-focus strategy balancing video views with page engagement to build brand presence in North Canton.
Content
Results
Campaign performance:
80,172 accounts reached
155.720 impressions with 1.04 frequency
136 link clicks at $2.67 CPC
0.14% CTR
Awareness impact:
145,080 video views
7,282 page engagements
Strong brand visibility established in local market