YouTube catapults HK Express into ad stratosphere

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HK Express, the low-cost carrier from the neighbouring SAR, in a switch to its marketing campaign coinciding with its third anniversary, saw a 145 per cent boost in sales during the group’s campaign period.
The results, as noted by Campaign Asia, far exceeded the 70 per cent target the group had set, and sales continued to see a 98 per cent increase in the four weeks following the termination of the campaign.
The campaign was based on five videos in the ‘Stay Three, Stay Free’ campaign run by the group for which its first day placement as a YouTube masthead earned it nearly 10 million impressions.
“We were impressed by YouTube’s effectiveness in driving brand awareness,” noted the group’s commercial director.
The company also generated 32 per cent ad recall, a high for the group, a 67 per cent spike in searches during the campaign, and a 26 per cent increase in searches during the four weeks after the promotion, notes the publication.
Last year, the group carried 2.9 million passengers, a 29.2 per cent year-on-year increase, according to a company press release.