El Corte Inglés launched a spot on TV & Youtube, promoting it through a series of websites.
The study results tell us that the campaign on YouTube reached 20% of their target users, taking into account that more than half of them had low or zero exposure to the campaign on television. This figure increases if we refer to users of 16-29 years, rising to 27%.
It was found that the combination of Youtube+TV provides an increase in spontaneous recall of the campaign, a 10%, being 8% and 5% if viewed individually.
Results also tell us that the first contact that users receive via YouTube generates more effect than they receive through television, converging the effectiveness of the two media after the third contact.