Dynamic Marketing Communiqué

“The No. 1 Trusted Battery Brand.” Check out how this company bumped its way to 70% increase in website traffic in just 6 seconds! [Thursdays: FYO!]

October 14, 2021

According to Google’s statistics, around a billion hours of YouTube content is consumed every day. 

This is due in part to the seamless, cross-device access that enables consumers to watch videos from their phones, tablets, laptops, desktops, TVs, etc. 

While this technological advancement has opened new opportunities for marketers to advertise their brands online, there’s one thing they have to take note of: 

Since there are lots of videos uploaded on YouTube every single day, businesses need to create effective messages to guarantee exposure when viewers’ attention is at its peak. 

To help brands achieve that goal, YouTube has introduced a new 6-second ad format that enables marketers to capture attention in today’s viewership environment. 

Let’s take a look at how one brand boosted its website traffic with the help of this type of ad… 

Duracell is an American manufacturer of alkaline batteries, specialty cells, rechargeables, and smart power systems. 

As “The No. 1 Trusted Battery Brand,” Duracell takes advantage of different digital marketing strategies to reach its target market online. 

Part of these strategies is using YouTube’s 6-second ad format called… 

Bumper Ads

Bumper Ads are non-skippable video ads that play before a YouTube video. This ad format is best for creating brand awareness due to its short timeframe. 

Much like other YouTube and Google advertising types, Bumper Ads operate within a bidding pricing model and the exact pricing will vary depending on your industry, location, and target audience. 

Generally, you will only be charged for every 1,000 impressions on your Bumper Ads. This format also allows you to set a daily budget and a maximum cost per impression (CPM) to ensure you don’t spend more than you want. 

How did Duracell use this type of ad? 

In July 2017, the brand created the “Slamtone” YouTube commercial, which was built on the insight that while trust is in short supply these days and people have many things to be skeptical about, Duracell batteries remain trustworthy. 

The ad showed 3 types of Duracell products: AA battery, 9V alkaline battery, and D battery. Each frame in the 6-second ad displayed a shift from one battery to another, starting with the smallest in size to the biggest in size. 

This was coupled with the brand’s signature slam tone (a loud and forceful sound) and the line, “This. Is. The No. 1 Trusted Brand.” The ad implied that whatever type of battery consumers need, Duracell is something they can always count on. 

Duracell created the “Slamtone” ad using 3 perspectives: 

  • Brand Perspective. The bumper ad targeted people who consumed media in shorter bursts and often on mobile. In just 6 seconds, Duracell showcased creative elements unique to its brand, such as a copper top imagery and an audible slam tone. This helped drive top-of-mind awareness for the “No.1 Trusted Brand.” 
  • Creative Perspective. Instead of cutting an existing 30-second ad to 6 seconds, Duracell created a different story altogether for its bumper ad. This enabled the brand’s product to become the sole focus of the ad, making Duracell’s battery feel larger than life. 
  • Media Perspective. Duracell remarketed the “Slamtone” ad to viewers of its 30-second ads. The strategy was to first reach viewers with longer stories, then reinforce them with quick, hard-hitting 6-second ads to keep the brand top-of-mind. 

The result? 

Duracell’s website traffic increased by 70% in July 2017, as more than half of those who saw the “Slamtone” ad on YouTube felt compelled to check out the brand’s offerings! 

Not just that. 

Duracell also ranked 8th at the YouTube Ads Leaderboard: Bumper Ads Edition 2017―a list of the 20 best bumper ads of the year! 

Like Duracell, you and your brand can also benefit from YouTube’s Bumper Ads. As long as you: 

  • Focus on a single objective
  • Keep your ads simple, sweet, and effective
  • Include a short and snappy product showcase 
  • Create ads specifically designed for a 6-second time slot

… you’ll capture your target market’s attention and give them something to briefly enjoy watching while waiting for a YouTube video to play. 

Give Bumper Ads a shot! 

Who knows? This might be the exposure your brand needs to boost its online presence, drive traffic to its site, and connect with more consumers across the globe. 

Have fun creating bumpers that will help your target market easily FIND YOU online! 

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym). 

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
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