{"id":1242,"date":"2026-09-10T06:38:03","date_gmt":"2026-09-10T06:38:03","guid":{"rendered":"https:\/\/jenileepr.co.za\/twm\/?page_id=1242"},"modified":"2026-09-10T06:44:21","modified_gmt":"2026-09-10T06:44:21","slug":"bramley-x-viu","status":"publish","type":"page","link":"https:\/\/jenileepr.co.za\/twm\/case-studies\/bramley-x-viu\/","title":{"rendered":"Bramley \u00d7 VIU"},"content":{"rendered":"\t\t
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Bramley \u00d7 VIU<\/h1><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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STREAMING MEDIA THAT TURNED ATTENTION INTO ACTION<\/h2>\r\n <\/div>\r\n\r\n
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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.<\/p>\r\n\r\n

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.<\/p>\r\n\r\n

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.<\/p>\r\n <\/div>\r\n <\/div>\r\n\r\n \r\n

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\r\n WHY IT WORKED<\/span>\r\n

VIDEO HELD ATTENTION<\/h3>\r\n

Video achieved a 95% completion rate, significantly above the stated VIU platform average of 70%.<\/p>\r\n <\/div>\r\n\r\n

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\r\n CREATIVE INSIGHT<\/span>\r\n

BANNERS DROVE ENGAGEMENT<\/h3>\r\n

Banner creative delivered stronger direct engagement, while video played a valuable role in brand awareness.<\/p>\r\n <\/div>\r\n <\/div>\r\n\r\n

\r\n AUDIENCE BEHAVIOUR<\/span>\r\n

THE RIGHT TIMING MATTERED<\/h3>\r\n

Friday and Saturday showed stronger engagement, with Friday recording a 5.52% click-through rate.<\/p>\r\n <\/div>\r\n\r\n <\/div>\r\n\r\n \r\n

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\r\n CAMPAIGN PERFORMANCE<\/span>\r\n

RESULTS THAT SHOWED A CLEAR SHIFT IN ENGAGEMENT<\/h2>\r\n <\/div>\r\n\r\n
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\r\n 630,023<\/strong>\r\n Impressions<\/span>\r\n <\/div>\r\n
\r\n 31,876<\/strong>\r\n Clicks<\/span>\r\n <\/div>\r\n
\r\n 5.06%<\/strong>\r\n Overall CTR<\/span>\r\n <\/div>\r\n
\r\n 95%<\/strong>\r\n Video Completion<\/span>\r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n \r\n
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\r\n THE CHALLENGE<\/span>\r\n

BUILDING AWARENESS WITHOUT LOSING THE OPPORTUNITY TO ENGAGE<\/h2>\r\n

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.<\/p>\r\n <\/div>\r\n\r\n

\r\n THE APPROACH<\/span>\r\n

USING DIFFERENT FORMATS FOR DIFFERENT ROLES<\/h2>\r\n

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.<\/p>\r\n <\/div>\r\n\r\n

\r\n WHAT THE DATA TOLD US<\/span>\r\n

PERFORMANCE IMPROVED SIGNIFICANTLY<\/h2>\r\n

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.<\/p>\r\n <\/div>\r\n\r\n <\/div>\r\n\r\n \r\n

\r\n THE OUTCOME<\/span>\r\n

MORE THAN IMPRESSIONS. ACTIONABLE CAMPAIGN INTELLIGENCE.<\/h2>\r\n

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.<\/p>\r\n\r\n EXPLORE VIDEO ADVERTISING \u2192<\/a>\r\n <\/div>\r\n\r\n<\/section>\r\n\r\n