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Customized Targeting Boosts Sales by 2.8x
About the Brand
Faherty Brand is a family-owned clothing company offering men's, women's, and children's clothing, along with blankets.
Focus
Keynes was selected to help Faherty harness the power of Connected TV (CTV) to boost sales. By leveraging Faherty’s curated video content, the goal was to reach new customers and drive online purchases.
Keynes designed a customized targeting plan focused on driving qualified traffic and converting it into valuable sales. Through strategic audience segmentation, precise network selection, and optimized tactics, the campaign achieved immediate success with a 3.3:1 ROAS.
To verify these results, Faherty turned to the platform Measured to confirm the incremental conversions driven by the Keynes campaign, ensuring optimal return on their digital marketing investment.
The Results
2.8x
Increase in Sales CTV Prospecting Incrementality
45%
Increase in Sales CTV Prospecting Incrementality
Resolution
Keynes implemented a tactical approach to measure the campaign’s true impact:
Identify Market Selection
Targeted markets closely aligned with national sales trends for precision.
Run Test
Excluded media spend in selected test markets to create a clear control group.
Measure Incrementality
Tracked sales during the holdout period to capture only the incremental conversions from the campaign.
After a 30-day test, Measured confirmed Keynes was underreporting conversions by 1.35X. The test-and-control method validated the CTV campaign’s significant impact on Faherty’s revenue.
“CTV has become an essential component of any company’s media portfolio. Its effectiveness in generating broad top-of-funnel visibility, coupled with precise audience targeting, has been instrumental in not only elevating brand awareness but also in driving conversions. With Keynes, there’s a genuine focus on what benefits our brand most, steering clear of self-serving strategies or monopolizing credit. They provide clarity on funnel targeting opportunities and collaborate closely on devising the optimal business strategy.
Their approach is top-notch, and their team stands out as one of my preferred partners—quick to respond, highly knowledgeable, and all-around exceptional.”
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