Think video marketing does not include performance marketing? L'Oreal USA, for example, is proof that simply updating a text overlay or a call to action (CTA) can improve your outcome at a fraction of the cost. This spring, when the company was confronted with closing retail stores for some of its direct-to-consumer brands, like Kiehl, the marketing team adapted their strategy to focus on e-commerce and drive efficient visits to retail websites. L'Oreal repurposed existing video creative by adding a CTA about a new 'Friends and Family' deal.
The team then ran the creative as a True View for action campaign, prompting users to click on the offer. This approach helped hit conversion goals and showed benefits earlier in the customer journey as well. As Oliver Hobbs, director of media….