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YouTube Ads · Goodknight · Stayfree · Pepsi
Goodknight, Stayfree & Pepsi: adding YouTube to TV lifted sales in Indian test markets
Market tests in India compared regions using TV + YouTube with TV-only regions, measuring sales impact.
📊 Reported results
- Goodknight (Gujarat): 16% sales lift
- Stayfree (Uttar Pradesh): 8% sales lift
- Pepsi (Maharashtra): 14% sales lift
The challenge
Prove whether online video adds incremental sales on top of television for mass-market brands.
The approach
- Ran YouTube alongside TV in test markets
- Compared results with TV-only markets
- Measured with third-party sales data (as described by the publisher)
Lessons for your business
- YouTube can add incremental reach and sales on top of TV
- Test with matched markets to measure true incrementality
- Regional targeting lets brands prove value before national rollout
Source: Think with Google India — Multiscreen mix ↗. Results are as reported by the publisher and may not be independently verified. This is not our client work.
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