Brave has built a solid stack of new media mechanisms which allow for a non-ad network focused buy, matching the user in their own browser, while stripping the noise of a cluttered web experience. This ability provides a clear, concise and highly visual experience while optimizing for privacy and relevancy. While this is a new experience, the Brave team goes above and beyond to educate and work with the agency teams to clearly set expectations, outcomes and creative direction for an optimal experience.
Agencies should look to Brave not only to reach new audiences but for performance that has outmatched traditional metrics. They continuously introduce unique products and services that allow brands to try new ways to interact with a consumer at the right time and place.
Dylan Boyd Director, R/GA Ventures
In an effort to support small businesses nationwide during the COVID-19 pandemic, Verizon - the world’s leading providers of technology, communications, information and entertainment products and services - partnered with prominent entertainment celebrities such as Dave Mathews and Usher to launch the Verizon PayItForward LIVE campaign, which consisted of weekly livestream events to drive awareness for viewers to support local businesses in their communities.
To deliver the greatest impact, Verizon aimed to extend the PayItForward LIVE campaign to connect with new audiences through platform channels where the PayItForward LIVE message was most likely to resonate and invoke engagement. ‘Paying it forward’ is already well established in the Brave ethos, as the integrated Rewards features provides the ability for users to directly support the growing network of +800K Brave Creators. Based on user research, Brave’s almost 20M monthly active users are not exposed to programmatic ads on the web, and avoid social media platforms like Facebook and Snapchat, with 6 in 10 users claiming to install ad blockers if they aren’t browsing on Brave. By extending the PayItForward LIVE campaign to Brave, Verizon could reach an entirely new audience and maximize their campaign success.
The Brave and Verizon PayItForward LIVE advertising campaign implemented a multifaceted strategy. The Brave Ads: Push Notifications + New tab takeovers were used in conjunction with Social Drivers. The social driver was a way for users to share their tune-in intent on Twitter to create widespread campaign awareness. This strategy resulted in 23.8M Brave Ad views, a blended CTR of 8%, and 1,100 tweets. The strategy focused on executing a mix of ad units and placements, programmed on a weekly schedule to drive program awareness, generate tune-in demand for live events, and invoke social awareness and participation from Brave users on Twitter.
In addition to the Brave Ads, Brave generated additional excitement and buzz for the Verizon PayItForward LIVE campaign through the BAT Community. PayItForward LIVE was featured in a homepage tile placement for 175K monthly visitors to view, and helped rally additional ground-level support and participation.
Ad Format & Key Messages
|Brave Ads: Push Notifications||
Steady, evergreen placements for awareness messaging about the Verizon PayItForward LIVE campaign to educate users and have a clear CTA to support local businesses.
Increased “tune-in” and “watch” placements ads.
Incorporated Social Driver notifications that Brave users could click-to-tweet with messaging about the performers and event information.
|New tab takeovers||Surged awareness ads on live performance days through New tab takeover placements that were displayed to all 18M Brave users.|
|Social Drivers||Placed social drivers to drive viral awareness through Twitter to amplify messaging, increase participation, and extend campaign reach.|
Brave Ads Performance
Social Drivers Performance
As we thought about how to integrate an emerging tech solution that could expand the campaign to reach new audiences, Brave seemed like a perfect fit. Due to the organic audience of daily active users who use Brave, an idea of building an already large audience through New tab takeovers in combination with Brave’s ability to communicate to the right users in non-traditional ad units appealed to Verizon’s core objective. The exposure using Brave’s highly engaged community of users and their teams ability to execute with speed were paramount to the success of these efforts.Dylan Boyd
Director, R/GA Ventures
Who is Verizon
Verizon Communications Inc. was formed on June 30, 2000 and is celebrating its 20th year as one of the world’s leading providers of technology, communications, information and entertainment products and services. Headquartered in New York City and with a presence around the world, Verizon generated revenues of $131.9 billion in 2019. The company offers voice, data and video services and solutions on its award winning networks and platforms, delivering on customers’ demand for mobility, reliable network connectivity, security and control.
R/GA is an atypical innovation company. We help brands and businesses define, connect with and create more human futures. Our work spans innovation consulting, org design, brand design, experience design and marketing communications. R/GA is part of The Interpublic Group of Companies (NYSE:IPG), one of the world’s largest advertising and marketing services organizations, and has more than 1600 employees globally, with 16 offices across the United States, Europe, South America, and Asia-Pacific. For more information about R/GA, please visit www.rga.com, or follow @rga on Twitter.
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