Case Study:
Increased Technology Awareness

The Challenge

Increase overall advocacy of a membership program for a large B2C consumer goods retailer, and drive usage of a unique app technology that they recently launched in the market. In order to drive awareness and advocacy, the company engaged Arm Candy to execute a multi-channel media campaign to increase brand sentiment as measured by Kantar.


The Strategy

This campaign was executed through multiple channels including: Facebook/Instagram (Video Views and Traffic), Twitter, YouTube, Online Video, Programmatic Display (Sequential Retargeting), Connected TV and Discovery CTV/VOD.

We first started with audience development and looked at a variety of ways to architect data-backed segments that we could optimize against for learnings that could be applied across a greater campaign strategy.

We leveraged three methods for audience architecture, which generated more than 15 unique audiences to run across the campaign.

The Creative

In addition to a tactical audience configuration, multiple relevant Olympic gold medal track and field athletes were employed to communicate the value proposition of the app technology and brand in general. Several spots were spots produced, including :30s, :05s and :06s lengths that ran across all channels and audiences.

With a variety of audiences and creative, we were able to optimize media based on the top performing combinations across every channel.

Member ROI*
Prospect ROI*
*Results were provided by independent 3rd party partner, Kantar Millward Brown

The Results

As the creative was video-focused campaign optimizations were geared towards completion rates. Facebook saw VCRs upwards of 50%, and Twitter saw over 90% VCR! YouTube achieved 48% VCR, paired with high CTRs for the channel, as the content generated high interest resulting in click-engagement. Online video saw VCRs as high as 93%. In total, the campaign delivered 605,207,621 impressions and achieved 200,119,336 completed views.

The Kantar brand study run alongside this campaign showed incredible results, with positive results in Message Association, Brand Favorability and Consideration.

The combination of planning, creative and campaign execution had a lasting effect for the company’s business, with Member ROI measuring at at 5,929% and Prospect ROI at 2,212%.

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