Home Business Awards & Achievements Return wins YouTube Works for Brands award for Old Tom campaign

Return wins YouTube Works for Brands award for Old Tom campaign


Manchester digital marketing agency Return has won the YouTube Works for Brands award for Best Use of YouTube on a Small Budget thanks to the success of its campaign for Robinsons Brewery.

The Stockport-based brewery chose Return to deliver a digital campaign with the objective of increasing in-store purchases by improving consumer recall of its Old Tom brand.

Designed to highlight the 119-year history of Old Tom and draw attention to the brand’s recently redesigned packaging, the campaign centred around a series of bespoke animations that were amplified via YouTube, Instagram and Facebook.

The results surpassed expectations, with the videos generating 80,000 plays and a 25% interaction rate via YouTube.

Significantly, this prompted a spike in search activity around Old Tom and an 81% increase in offline sales during the campaign period – equivalent to more than 25,000 additional bottles sold. This was all the more impressive as the brand had endured two successive years of double-digit decline.

Speaking about the award, Return’s Managing Director Guy Levine said: “We know there’s a preconception from some brands that video is expensive and doesn’t deliver results in the real world. Our campaign for Old Tom proves that this simply isn’t the case.

“Through a combination of striking creative and intelligent targeting, we were able to generate staggering results – both online and offline – with a conservative budget.”