NATIVE CTV
CASE STUDY
AGILE NATIVE CTV CAMPAIGN DRIVES 102% LIFT IN VIEWER ENGAGEMENT FOR CHINET
THE CLIENT
With the world opening up and families celebrating togetherness, Chinet, who is one of the nation's leading producers of disposable kitchenware, wanted their CTV creatives to 'capture the small moments that make any gathering authentic, relatable and memorable.
THEIR BRIEF
To 'spark a human connection' and in doing so increase viewer engagement (attention), ad recall, purchase consideration and reduce ad fatigue by running constantly changing unique messages directly ahead of their scheduled ad creative.
SOLUTION DEPLOYED
Blending highly agile content animation with proprietary ad serving technology, Origin produced 15 second native content assets that would run directly ahead of Chinet's scheduled ad creatives, rotating to a new asset each time it was seen in the home.
THE SLINGSHOT 'EFFECT'
CREATIVE STRATEGY
With the focus being on placing viewers in the best possible emotional mindset before seeing one of Chinet's ad creatives, Origin's team of writers and designers set about creating a beautifully clean and simple 15 second animation based 'template' that would be used to ask viewers questions that might spark authentic and memorable discussion and inspire them to take a brief moment to think about the people they love.
The template created was then used to produce a constantly refreshing and seasonally relevant series of native Toppers which were dynamically stitched and served directly ahead one of Chinet's scheduled 15 second ad creatives.
SAMPLE OF THE 23 SLINGSHOT ASSETS CREATED
Mother's Day Special
DISTRIBUTION
The client's Native CTV campaign was distributed nationwide across Origin's curated portfolio of CTV media partners that we work with on an exclusively direct basis.
TARGETING
For this campaign, Chinet's primary target audience was adults aged 25-49 who are social orchestrators, entertainers, event planners and known to be purchasers of disposable kitchen products.
FLIGHT DATES
5/4/2022
-
7/31/2022
TOTAL IMPRESSIONS SERVED
11.74m
TOTAL UNIQUE REACH
1.2m
FREQUENCY PER HOUSEHOLD
9.48x
THE RESULTS...
...AND WHAT THEY MEAN
>102%
VIEWER ENGAGEMENT
Data gathered by TVision Insights showed a 102% increase in the physical attention that viewers aged 35-44 paid to the Chinet ad when it was amplified by Slingshot.
+14.2%
AD RECALL
When asked 'Do you recall seeing an ad for Chinet', our client saw a 14.2% lift in ad recall from viewers who saw the Chinet ad amplified by Slingshot vs those who saw the ad on its own.
+6.2%
FAVORABILITY
When asked 'Do you believe Chinet has a good variety of paper tableware products for every occasion?', Origin drove a 6.2% lift in viewers saying Chinet does vs those who saw the ad on its own.
+6.8%
PURCHASE CONSIDERATION
When asked 'How likely are you to consider purchasing Chinet tableware products?', Origin drove a 6.8% lift in viewers saying they 'very likely' or 'somewhat likely' vs those who saw the ad on its own.
About Origin
Origin is an award winning creative technology company whose zero-code TV advertising solutions have allowed brands to reimagine how they engage and activate consumers on Connected TV.
Fusing first to market CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's solutions are embraced by brands, agencies and platforms who are seeking to elevate their ability to forge a true connection with their audience.