The creative idea was to utilize 6 second Bumpers to serve single product offers with discounted price points available nowhere else. The hook was we'd only serve each offer once to a single user. If that user didn't click on the offer within 6 seconds, then it was gone and they'd never get it again. It was a genuine 'miss it and miss out for ever' sales proposition.

To achieve this, we required Google to re-build the way that 6 second Bumpers worked. Prior to this campaign, 6 second Bumpers weren't clickable.

Having got the Bumper format changed, we used YouTube's Vogon to create hundreds of separate 6 second offer videos and serve them dynamically. We created 200+ different offer bumpers, each one with a price point at least 5% better than any offer available elsewhere and a guarantee that those price-points wouldn't be repeated.

To launch the campaign, we ran a 15" video via YouTube Trueview. This helped create a targeting pool of pre-qualified customers who'd watched an explanation of the 6 Second Sale mechanic. By using Trueview we only paid for people who viewed the entire ad.

Our pre-qualified pool were then served a sequence of Bumpers over time. Each bumper displayed the offer and a countdown device to drive urgency. Importantly, no user saw the same Bumper twice.

To further improve the targeting of our Bumpers we used Google search data to determine the sequence of Bumpers a viewer received. E.g. people with food or recipe-related search records were served cookware items first.

Once a user clicked on a Bumper they were handed off to an AWS site (to apply the price discount to the back end) then onto a pre-populated Myer shopping cart to complete their purchase and secure their deal.

Overall, Myer's mid-year Stocktake sale reversed the 3% YOY sales decline.

The CTR for the Bumpers was 0.36% (over 15,000 clicks). As this is the first campaign to ever feature a clickable Bumper there are no comparable benchmarks.

Of those clicks we handed off 6,992 customers to pre-populated shopping carts.

The average value of the sale items was $118 (total value over $825,000) with an average profit margin of 31%. The net profit when removing media and production costs was $135,767 resulting in a campaign ROI of 113%.

Additionally, YouTube brand metrics tracking showed the campaign resulted in a 21.7% lift in Myer Stocktake Sale advertising recall and a 19.3% lift in overall brand awareness. Impressive statistics given the $40k media spend, helped by the fact the Six Second Sale campaign made nightly news reports on Channel Seven, Nine and Ten alongside a host of online and print media articles.