Graza makes delicious, fresh olive oil built for everyday use. Most of its sales are in-store retail, so their advertising has to make sure people remember the brand and look for it on the shelf.
Graza's team was ramping up YouTube and wanted a long-form brand story that could carry that spend. The brand already had creator content that was working, along with behind-the-scenes harvest footage, founder photography, and editorial assets. What it didn't have was a film that brought the Graza story to life in a way that was premium enough for the brand and engaging enough to keep viewer attention to make an impact.
Graza was looking for a partner who could turn its extensive, diverse bank of creative into a brand film. The ad needed to introduce the Graza brand to a new audience, tell the rich story behind the olive oil, and hold attention for a full minute, even in a skippable YouTube placement.
The creative team at Screenbridge pored over the extensive bank of footage to select the right mix of video clips, emotional moments, and static elements to build a 60-second hero spot. We drew from creator UGC, harvest footage, founder photography and brand editorial. The final ad tells the human story of Graza’s origins, why it tastes so good, and ties it all back to the product and the brand.
From the same 60-second edit, Screenbridge cut a :30, two :15s (one non-skippable, one for Demand Gen) and three social cuts, so Graza's team had the right length for every YouTube placement.
Via the Screenbridge creative platform, Graza shared its footage library, story ideas, and brand guidelines. From that, the Screenbridge creative team built a story around the freshness of the harvest and paired creator moments with harvest footage so the video felt authentic, and not over-produced. Importantly for YouTube, the Graza name and bottle were shown on screen early so the brand stood out, even with viewers who chose to skip early. Further video cutdowns gave Graza’s team flexibility in deployment.
The 60-second brand film went live on YouTube in late July. It has been Graza's #1 YouTube creative by spend every month since launch.
Graza tested its YouTube creative with a Google Search Lift study, which compares people who saw the ads against a randomized control group. Across the whole library, only three ads produced a statistically confirmed lift in searches for "Graza", and two of them were Screenbridge ads. The 60-second film drove a 158% lift and the 15-second drove a 110% lift, both at 90%+ certainty.
The 60-second ad drove incremental searches at roughly twice the study average per impression. The spot also held attention, ranking 2nd of 21 creatives on watch time per impression, and 29% of the people who saw it watched the full minute, over 6,000 hours of watch time in total.
Because the film was built to drive awareness, Graza measured results on lift rather than last-click return. This is also what we recommend for awareness campaigns.
If your brand has a bank of creative assets, then you have the potential to create a powerful brand spot without a new shoot or live production. Doing it well takes a team that knows how to turn existing footage into a story that holds attention at TV length. At Screenbridge, our creative team has produced more than 100 content-to-TV campaigns, and we understand how to deliver a premium video that elevates your brand while simultaneously capturing the attention of your viewer.
