Sawerna
Brief Introduction
We advertised the furniture company Sawerna in the YouTube video "The Last Content Creator to Fall Asleep Wins €1000". To ensure the best possible compatibility between the video and the brand, we came up with a video that would definitely go viral, but where Sawerna products would also fit naturally.
First advertisement segment (from 02:15)
At the very beginning of the video, we introduced Sawerna to the viewers to build trust.
Second advertisement segment (from 09:04)
Although Sawerna products (sofa and bed) are in the background throughout the video, at this moment we drew the viewer's attention directly to the brand. We showed how the Sawerna bed was part of the video while also communicating to viewers how well Sawerna products fulfill their purpose (comfort and easy falling asleep). Once the viewer was already familiar with the Sawerna brand and their bed, we also introduced a discount code in the video to ultimately measure sales and real benefits for Sawerna.
Third advertisement segment (starting at 33:30)
By now, the viewers were already familiar with Sawerna, and they had also seen how we used their products throughout the video. Therefore, at the ideal time, where once again the comfort of the sofa was very important for the video, we highlighted it again together with Sawerna. Once again, Sawerna was part of our story — this ensured that the viewers' attention during the advertisement was guaranteed. Finally, we reminded them of the discount code one last time.
Guaranteed attention
For the advertiser, the most important aspect is not how many people the video reached, but how many actually noticed the advertisement and the impact it had per person. Thanks to the fact that the video was 44 minutes long, the trust per person was very high (compared to, for example, a few-second TV commercial or TikTok). However, it also matters significantly how many people actually watch the video through. Because the video interested people and the advertising segments were naturally integrated into the video, the average viewership was 46%, which is very good. The graph also shows that although some advertising segments were quite long, almost all viewers still watched them through and did not skip ahead as is often done with regular advertisements.
Note! The video has been reposted.
The video was originally made on our collab channel "Sisumaja" with friends, where it gathered 77,600 views, but since the group disbanded, we took the video we made and posted it on Kozip's channel, where it continues to gather views.
