The Internet’s newest Divas took the spotlight on YouTube this season with the launch of Thrift Shop Divas, increasing online engagement and awareness for MERS Goodwill St. Louis.
Combined with geographic and demographic targeted audience development,
episodes were promoted with YouTube TrueView ads, resulting in over hundreds of thousands of St. Louis-based views in a matter of months. Viewers were directed to a dedicated microsite which hosted webisodes, exclusive video clips and unique content from the Divas, sans high heels and glitter.
Through a unique data mining and optimization process, the promotion & product
team collaborated to ‘hack the consumer’s attention span’ - ensuring each video
performed better than the last. This process included a performance evaluation of on-screen talent (preferences of viewers), video topics, even graphic treatment across all digital content.