Railway company on the right track with video ads

London North Eastern Railway, or LNER (@LNER), is the train operating company that holds the franchise for the East Coast mainline route in the UK. It teamed up with media agency Manning Gottlieb OMD (@MGOMD) to create a campaign promoting its services and the introduction of its new Azuma trains.



Campaign objective

LNER used a video campaign to raise awareness of its services among the general public. The team at Manning Gottlieb OMD created a range of themed videos, with the aim of achieving as many views as possible.

Audience

LNER wanted its campaign to reach as many potential travellers as possible. The company covers an area from London in the south of England right up to Glasgow and Edinburgh in Scotland.

 

Results

42.22%

View-through-rate for Promoted Video Views

Results

52.29%

View-through-rate for In-Stream Videos

See how you can achieve similar success

“Twitter’s ad formats enabled us to generate high view-through-rates (VTRs). Promoted video views and in-streams, both running in a brand safe environment, delivered great results against our targets.”

 

 

— Ioannis Pelekis, Biddable Account Director, Manning Gottlieb OMD

Keys to success

Don’t be afraid to experiment

Don’t be afraid to experiment

The team behind the LNER campaign knew that they wanted to use video ads. They were also aware that there are several ways to do this on Twitter, and took full advantage. One of the most successful was the in-stream option, which ran their ads before a range of suitable video content from other sources.

 

 Follow up with targeting

Follow up with targeting

The LNER campaign was initially aimed at a broad audience. The next stage, however, was to narrow the focus to individual groups. Twitter’s wealth of targeting options enabled the team to allocate budgets based on specific regions and audiences. They could then use analytics to measure individual performance and adjust accordingly.

Effectively track results

Effectively track results

Twitter Ads Manager provides many ways to measure the success of a campaign. LNER wanted to know how many times its videos had been watched all the way through, so chose VTR. The team at Manning Gottlieb OMD also used a Twitter website tag, or pixel. This enabled them to see exactly how many of those viewers had gone on to visit the LNER website.

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