Cloudflare is a web-infrastructure and web-security platform with a lofty goal—to build a better Internet.
Connected TV allowed for hyper-targeting of key audiences on their largest screens. This contributed heavily to increased brand awareness as it generated a 97% video completion rate.
Short-form versions of Cloudflare’s brand video ran across social media channels and were optimized in real-time to audiences that resonated most with the #BuiltForThis message. After these optimizations were implemented, video completion rates increased by nearly 1,000%.
To extend Cloudflare’s messaging beyond video, a series of display banners were introduced to drive additional traffic and as a method to reach an incremental audience outside of video placements.
Low-cost views, high completion rates and social engagements across each channel resonated with key audiences and deepened their connection with Cloudflare.
MediaPost OMMA Awards: Finalist | Technology/Web Services
dotCOMM Awards: Platinum | Digital Marketing & Communication Campaigns | Integrated Campaign
dotCOMM Awards: Platinum | Digital Marketing & Communication Campaigns | Digital Marketing Campaign
dotCOMM Awards: Platinum | Digital Marketing & Communication Campaigns | Paid Media | Video Campaign
Summit Awards, Marketing Effectiveness: Coronavirus Communications – Best of Category | Video Silver
Throughout the duration of the campaign, audiences remained highly engaged with the video content generating over 25,000 engagements and 2,500 shares across social media channels.
The feel-good messaging of this campaign boosted favorability with a 19% lift for in-market audiences related to Cloudflare’s target market. Additionally, there was a 34% ad recall lift within their target market.
Connected TV contributed greatly to the success of this campaign as it garnered nearly 12 million completed views and an impressive 98% completion rate overall.
Audience response across social channels, programmatic CTV experiences and display ads led to this campaign outperforming our goals and led Cloudflare to continue their marketing efforts with always-on marketing campaign to keep their momentum going.