Bramley needed to connect with South African consumers in an engaged digital environment while using video to strengthen awareness and additional creative formats to encourage interaction.
Traditionally Wired Media used VIU to position the brand within an on-demand entertainment environment, combining pre-roll, mid-roll and banner advertising to create different opportunities for awareness and response.
Performance was analysed across creative formats, devices and days of the week, allowing the campaign to reveal not only what was delivered, but how audiences responded.
Video achieved a 95% completion rate, significantly above the stated VIU platform average of 70%.
Friday and Saturday showed stronger engagement, with Friday recording a 5.52% click-through rate.
The campaign needed to balance two objectives. Video had to build familiarity with the Bramley brand, while additional creative formats needed to give interested viewers an opportunity to respond.
TWM combined video placements with banner advertising rather than expecting one format to perform every function. This allowed video to support awareness while banners provided an engagement-focused layer within the wider campaign.
CTR increased from 1.26% in the earlier campaign period to 5.06%, while clicks increased from approximately 2,500 to more than 31,000. Smartphone delivery was particularly important, with mobile receiving the largest share of impressions.
The campaign demonstrated how streaming media can combine awareness with measurable engagement. More importantly, the data revealed which formats, devices and delivery periods should inform future campaign decisions.
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