Performance led Video Maximising Video Completions

The Campaign Objective

FMCG growth depends on mental availability.

Brands win when they are remembered at the point of purchase.

Video builds that memory structure at scale. It works when people actually watch.

Our client launched a video campaign for their new toothpaste product with one clear objective: Drive high quality video views and achieve strong Video Completion Rates (VCR) while maintaining scale.

Target benchmark: minimum 70% VCR

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Our Approach

We applied a performance led video framework built for attention:

• High quality video environments aligned to the FMCG context
• Optimization towards completed views, not impressions. underpinned by a Cost per Completed View (CPCV) buying model
• Continuous monitoring of VCR and pacing
• Active in-flight optimization to protect both scale and engagement

The strategy centered around one principle:
‍Video only builds mental availability when it is watched.

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Results Delivered

The campaign delivered both scale and strong completion rates through a sustained focus on inventory quality and real user engagement:

• Achieved 70% VCR at launch while meeting delivery targets
• Improved to 85% VCR in by the 2nd month while maintaining volume

Performance in the UAE market unlocked incremental investment and expansion into additional product lines and regions, where VCR continues to sit more than 10%-points above the client benchmark