Executive Summary
Sainsbury's Christmas campaigns used YouTube to embed themselves at the heart of popular culture. Of how – from 2013's 'Christmas in a Day' through to 2016's 'The Greatest Gift' – we built 74,893,046 views, generating a VoD ROI of at least £236 for every £1 spent.
All this was in the face of our toughest ever market conditions, and drastic YOY declines in media spend.
YouTube was never a tactical addendum to our campaign – it was the strategic heart of it. It enabled us to reach success by creating advertising indistinguishable from entertainment.
Each year was different,...