CLIENT CASE STUDY
BJ's WHOLESALE CLUB
BJ’s Wholesale Club launched an integrated, omni-channel ad campaign to promote 44 stores in the NYC DMA as well as 2 new clubs they were opening in Long Island City, NY and Newburgh, NY.
Lift sales by driving users to the clubs.
Drive membership acquisition for the 2 new clubs.
Elevate overall awareness of the BJ's Wholesale Club brand.
Q4 2020 thru
In collaboration with leading measurement solution, Mint Measure, Origin was engaged by BJ’s agency of record, Noble People, to enhance, distribute and measure the BJ's ad in a way that would elevate its impact.
Vitally, the client wanted to create a meaningful connection with viewers in a way that avoided bombarding them with the same ad.
Origin deployed its flagship Native CTV solution, Origin Prime, which involves the custom production of deeply engaging :15s native video assets called Ad Toppers, which are engineered to run directly before regular brand ads during ad breaks on Connected TV.
Toppers capture the attention of a room during an ad break, engage the viewer in a relevant topic and prime them for the ad that follows. The result is a consumer who is paying more attention to the screen and is more receptive to the ad they watch after the Topper.
Mint Measure developed a strategy which included comparing head-to head performance for ad formats across the omni-channel campaign, assigning KPIs and proprietary metrics to media success including audience overlap, cost of unique reach, and cost of unique conversion and a unified reporting and analysis of programmatic, search, and social across three ad agencies.
The main purpose of Mint’s measurement strategy was to improve ad effectiveness inflight via optimizations and gain insights that can be applied to future new club openings.
For this fully managed campaign, Origin’s in house animation studio produced a 10-part series of Toppers that quizzed viewers about their shopping habits and shared interesting facts about what the average family consumes at home.
ANALYSIS & OPTIMIZATION
Mint’s technology mapped the user journey holistically for each type of digital marketing deliverable including CTV delivered by Origin. The key insights showed 5-8 exposures to Origin’s Native CTV Toppers was the ideal frequency range to drive visits to a BJ’s wholesale club.
Mint’s omnichannel measurement platform provided insights that allowed for Origin (and all other advertising partners) to align campaign delivery with BJ’s specified goals in real time. Origin worked to optimize the ad delivery to align with the analytics provided by Mint Measure, which showed in the response rate and real world visitation to the clubs.
BJ’s leveraged 10 different variations of CTV Toppers, viewers were shown the same campaign but with different pieces of Native content preceding the ad. Varied CTV creatives helped viewers be more receptive to higher campaign exposure with unique and different trivia. Origin toppers soften interruptive CTV ad breaks by grabbing viewers’ attention through trivia. People enjoy the thrill of providing correct answers to questions about lesser-known facts, and this type of mental engagement provides value to the viewer. The viewer reciprocates with increased attention to the screen.
...AND WHY THEY MATTER
Consumers who saw the BJ’s ads enhanced by Origin showed a conversion rate to in-store visits (approximately 1%).
When compared to the other ad formats being used, Origin outperformed every other channel for in-store visits
Origin is a pioneering media and advertising company whose first to market advertising solutions are reshaping how brands connect with consumers on Connected TV.
The original architects of Native CTV, Origin’s in-house animation studio produces engaging native content for advertisers that is designed to capture the attention of a room, immerse the audience in active dialogue and elevate the connection they feel towards a brand.
ABOUT MINT MEASURE
Mint Measure is an advertising analytics platform, built upon 1st party data, to help advertisers know what’s working and how to drive incremental results.
Mint offers complimentary measurement services to help brands and agencies develop and implement effective ad measurement programs. The analytics methodology focuses on unifying TV/CTV with digital channels, driving incremental performance, and optimizing the media mix.