Sierra Nevada

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

Background

Sierra Nevada is a renowned American brewery known for its pioneering role in the craft beer movement. Founded in 1980, the brand is celebrated for its commitment to quality, innovation, and sustainability. Best known for its flagship Pale Ale, Sierra Nevada offers a diverse range of bold and flavorful beers, brewed with the finest ingredients. With a dedication to environmental responsibility and independent brewing, Sierra Nevada remains a leader in the craft beer industry.

Project Goal

Increase website traffic while introducing the nation to its new ales through in-stream video served on connected TV, desktop & mobile environments.

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

Precision Targeting: Deploy pre-qualified ads using 1st, 2nd, and 3rd-party data, keyword contextual and sentiment targeting, while ensuring viewability and brand safety.
Smart Retargeting: Optimize segment retargeting and similar audiences based on pixel recency and global frequency across the real-time bidding exchange.
Efficient Video Strategy: Utilize YouTube’s TrueView format to pay only for actual views, maximizing ad spend efficiency.
Brand Conquesting: Position ads alongside content related to competitor products to capture engaged audiences.

Platforms

YouTube
Google
Display
Connected TV

Results

Achieved an 11% lift in branded search
Video performance exceeded goals with an 84% completion rate (vs. 75% goal), 0.93% CTR, and reduced cost per visit to $0.31 (from $1.00)
Display performance improved efficiency, saving 69% per visit, with a 0.16% CTR and $0.31 CPLPV