Overview
A prominent sunglass company faced challenges with their Connected TV campaigns and partnerships in their previous experience.
Not seeing the success they had hoped for in the past, this Advertiser contemplated abandoning the channel. However, seeking a solution to build awareness outside of just their peak summer season, they decided to move forward with Keynes Digital’s team of experts to revitalize their marketing strategy and renew their faith in CTV.
Results
17%
in Transactions within 1st month of launch
45%
in Transactions for female-focused campaign
Solution
Prioritized Affinity-Based Audiences
In the less busy months, Keynes focused specifically on affinity-based audiences. Keynes knew they could confidently capture in-market sunglasses shoppers during peak season, but they needed to continue to build awareness in off-peak months.
Keynes identified three core affinity-based audience themes that became the foundation for our Prospecting campaigns: adventure, affordability, and travel. This focused approach allowed Keynes to garner exceptionally high indexing groups of prospective users.
Diversified Audience Marketing
Recognizing that the Advertiser has a predominantly male consumer base, Keynes expanded their strategy to tap into the female market. They curated a female-specific audience while retaining the core themes—adventure, affordability, and travel. This change alone dramatically increased overall reach.
Highlighted Product Variety
The Advertiser’s core product, sunglasses, had been their primary marketing focus. In their off-peak months, Keynes launched a Snow Goggles campaign to expand brand exposure to a new user segment within the ski/snowboard community.
Conclusion
The campaigns’ successes have led this Advertiser partner to integrate Connected TV as a permanent staple in their marketing strategy. Keynes Digital’s approach proved to our partner that Connected TV is a must-run channel for sustained awareness and customer base growth beyond peak seasons.
Together, we’ve eliminated the challenges and reshaped the narrative of their marketing success.
