How Triglav Investments Doubled YouTube Views While Reducing CPV

Brand

Agency

Verticals

B2B & Professional Services

Geography

Slovenia

Google Ads Product

Video Ads (YouTube)

About the Brand Triglav Investments

Triglav Investments (previously known as Triglav Skladi) is one of Slovenia’s leading asset management companies, trusted by tens of thousands of clients to manage financial portfolios, mutual funds, and long-term investment plans. As part of the prestigious Triglav Group, the company blends financial tradition with digital innovation, continually educating the Slovenian market on smart wealth management and accessible investment opportunities.

Challenge

The Challenge

The primary goal for Triglav Investments was to increase the number of online investment plans. However, the company realized that to achieve long-term conversion success, they first needed to break through market noise, lift brand awareness, and increase consideration among potential investors.

The brand faced several challenges:

Standing out in a highly competitive financial market required a stronger, more visible presence.
Potential investors needed to be engaged earlier in their decision-making journey, making top-of-funnel channels essential.
Previous video campaigns relied strictly on standard landscape formats. This limited their reach among modern users who primarily consume video content on their mobile phones and across various placements on YouTube.

Focus on conversions without awareness

Struggling to stand out against high competition

Limited reach due to a single video format

Strategy

The Approach

Madwise, in collaboration with strategic partner Coob Ads, decided to upgrade Triglav Investment’s video strategy by implementing Google’s updated Video Views Campaign (VVC) 2.0. To signal their strong commitment to digital growth, Triglav also reallocated budget from traditional TV to YouTube.

The setup included:

Multi-Placement Strategy: Moving away from single-format restrictions, the campaign ran simultaneously across all three YouTube placements: In-stream, In-feed, and Shorts.
Multi-Format Creatives: To maximize visual impact, the campaign utilized all three available video formats: square, landscape, and vertical.
Strategic Budget Shift: Recognizing that target audiences were increasingly moving away from linear screens, a strategic decision was made to actively shift a portion of the budget from traditional TV to digital video, resulting in a 93% increase in total YouTube investment.

Tools & Technologies

Google Analytics 4 Data-Driven Attribution Smart Bidding

Success

The Results

The shift to a comprehensive multi-format strategy combined with the increased investment delivered massive growth in both scale and cost-efficiency. Utilizing all placements—especially YouTube Shorts—proved that modern video structures deliver significantly greater value for every euro spent.

Most importantly the campaign proved that expanding reach does not mean sacrificing efficiency, as the cost of attracting viewers dropped. This optimization successfully lifted brand consideration, laying a strong foundation for future investment plans.

+108%

increase in total video views

-7%

reduction in Cost Per View (CPV)

“Compared to the previous year's limited campaign, the updated VVC structure, combined with the increased investment, generated 108% more views. Crucially, this increase was achieved with greater efficiency: the Cost Per View (CPV) decreased by an impressive 7%. This demonstrated that the shift to utilizing all placements (including Shorts) and formats provided not only scale but also greater value for every euro spent.”

Triglav Investments