Driving Consideration for a Major Tire Manufacturer
Drive consideration and conversions for a winter tire line utilizing targeted audiences in select states across the US.
The Ask
For this campaign, we implement two campaign strategies: one to focus on consideration and one on conversions. For the consideration portion, we used a programmatic media mix of OLV, CTV, and cross-channel display to drive high-level awareness. The addition of social as a conversion generator proved successful, driving a 2.15x ROAS
Strategy
The Media Mix focused on digital was implemented to drive awareness of the tire line and traffic to the site. The mix included programmatic video, connected TV, display and social, along with a conversion campaign on social that was implemented using incremental dollars to drive purchases.
All channels exceeded benchmarks, with Display achieving a CTR 176% higher than the benchmark, which was achieved through targeted audience segments and engaging creative.
15 Million
731
4.5 Million
The Ask
For this campaign, we implement two campaign strategies: one to focus on consideration and one on conversions. For the consideration portion, we used a programmatic media mix of OLV, CTV, and cross-channel display to drive high-level awareness. The addition of social as a conversion generator proved successful, driving a 2.15x ROAS
Strategy
The Media Mix focused on digital was implemented to drive awareness of the tire line and traffic to the site. The mix included programmatic video, connected TV, display and social, along with a conversion campaign on social that was implemented using incremental dollars to drive purchases.