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Molson Coors Beverage Company, in collaboration with their agency partners at Publicis Connect, set out on a bold mission to launch their new line of spiked refreshers—Happy Thursday—designed specifically for 21+ Gen Z consumers. They aimed not just to introduce a product, but to ignite a movement among a new generation of drinkers. To bring this vision to life, they needed a YouTube partner who could push the boundaries of traditional marketing strategies and ensure their innovative approach resonated with the unique target audience.
Happy Thursday needed an activation strategy that could capture the attention of 21+ Gen Z drinkers on YouTube by tapping into TikTok trends and the authenticity of popular creators, all while ensuring brand safety and suitability.
Publicis Connect turned to Pixability, the only YouTube outcomes provider certified by Google for both Brand Suitability/Contextual Targeting & Content Insights, to execute a campaign that would reach the right age-appropriate audience within content that aligned with the brand’s identity and felt authentic.
- Innovative YouTube contextual targeting approach, powered by advanced GenAI-powered inventory curation
- Curating the right Creator Content and riding the wave of TikTok Trends
The Result
- Pixability's GenAI-powered contextual segments proved to be the right formula for the audience, driving 49% performance efficiency compared to other options.
- Effective trend engagement: Channels that participated in TikTok trends provided balanced performance across VTRs and CTRs, allowing Happy Thursday to stay current with trends while maintaining strong engagement metrics.
- High performance efficiency: TikTok creators on YouTube drove 3x higher CTRs than any other targeting strategy, highlighting the effectiveness of cross-platform influencer marketing in connecting with Gen Z.
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performance efficiency compared to other options
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higher CTRs driven by TikTok creators on YouTube