Fashion retailer, Mr Marvis, had little brand awareness in the UK and wanted to use the launch of its ‘Easies’ range to drive awareness amongst an older, affluent male audience. We needed to secure a strong ROI to help the client justify the media spend and secure future budgets.
Our audience insights showed that advertising against sport and news content was the best way to reach this audience. The budget available favoured a single sales house strategy, we chose Sky for its upmarket male audience and superior sports coverage.
Running a Solus campaign with Sky meant we could negotiate strong rates with a focus on sports and targeted to key day parts that would maximise reach most efficiently. By monitoring reports and cross-referencing them against sales and new customer acquisition, we could optimise the media plan mid-flight to further increase efficiencies.
We also ran a mosaic analysis of Mr Marvis purchases to target lookalikes using Sky’s One Campaign which gave us access to a recommended split of channels across BVOD and AdSmart. Our audience insights showed that Mr Marvis’ audience is cash rich but time poor and these channels allowed us to reach them on the stations and alongside the programming they have chosen to watch at the time they want to watch them.
Through the partnership with Sky, we secured a One Campaign Effectiveness study which showed that the BVOD and CTV activity drove a 10% increase in prompted awareness, 5.5% over the benchmark, and a 3.1% increase in prompted consideration, 1.5% over the benchmark. Meanwhile, the linear campaign drove a 60% new-to-brand purchase rate, demonstrating a strong increase in awareness within our target audience.
