Client Objective

For a pharmaceutical brand operating within the rare disease category, the priority was to build meaningful awareness through long-form, education-led video content rather than quick impressions.

The brand partnered with Strike Social to execute a YouTube Video View Campaign (VVC) designed to guide viewers through a podcast-style educational journey. The objective was to drive deep message consumption at scale while maintaining cost efficiency, with a deliberate focus on Connected TV as a high-attention viewing environment. By leaning into YouTube’s Video View auction and sequencing creatives across multiple flights, the campaign aimed to balance scale, retention, and efficiency for complex healthcare messaging.

61%

Cost-per-view (CPV) efficiency achieved vs. target

4.46M

Total video views delivered for the campaign duration

89%

Share of total views from Connected TV placements

Driving Stronger Viewer Interaction Through a CTV-First YouTube VVC Approach

• Connected TV as the Primary Views Driver: By adjusting spend toward Connected TV, the campaign capitalized on uninterrupted viewing and stronger completion rates. CTV placements delivered the lowest CPVs, 21% more efficient than the blended campaign average, while outperforming other devices in both view rate and retention.

• Sequential Creative for Education-Led Messaging: Rather than relying on a single touchpoint, the campaign utilized sequential video creatives to establish foundational understanding before reinforcing key messages.

• Retention-Focused Optimization Across Devices: Strike Social continuously optimized delivery toward high-attention placements, resulting in a 63% overall video completion rate across devices and flights. This ensured audiences spent sufficient time with complex healthcare content while maintaining efficiency for the pharmaceutical brand’s Video View Campaigns.