Sierra Nevada

How Grapeseed Media Increased Website Traffic by 373% for Sierra Nevada Brewing Company

Background

Sierra Nevada Brewing Co. was established in 1979 by homebrewers Ken Grossman and Paul Camusi in Chico, California, United States.

Sierra Nevada Brewing is one of the top breweries operating in the United States, and its Pale Ale is the second best-selling craft beer in the country.

Grapeseed introduced the nation to Sierra Nevada’s new ales through in-stream video served on connected TV, desktop and mobile environments.

Project Goal

Drive completion rates of 75% + for in-stream pre-roll, mid-roll and post-roll video executions
Generate CPLPV (cost-per-landing-page-visits) under $1.00
Provide a meaningful lift in branded search queries

Strategy

Deploy pre-qualified ads via first, second, and third-party data, keyword contextual and sentiment targeting, and viewability and brand-safety standards
Leverage YouTube’s TrueView ad format (paying for actual views, and not impressions)
Segment retargeting and similar audiences using pixel recency and global frequency optimization across the real-time bidding exchange
Brand Conquesting through the placement of ads adjacent to content related to competitor products