Image by Naomi Hébert

iROBOT

CASE STUDY

NATIVE CTV CAMPAIGN DRIVES 40% LIFT IN CONSIDERATION FOR LEADING SMART HOME ELECTRONICS BRAND

2021 DRUM AWARD NOMINATION: 'Best Use of CTV'

CLIENT

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iRobot and its agency, Horizon, activated Origin's premier Native CTV solution, Origin Prime, for their Connected TV Holiday ad campaign promoting the Braava Jet m6 Robot Mop.

OBJECTIVES

​Enhance and distribute the iRobot ad creatives in a way that would elevate the brand's ability to:

  1. Educate consumers of the Braava’s most appealing features and functions.

  2. Strengthen brand affinity between the Braava and its more well known sibling, the Roomba.

  3. Elevate awareness of the iRobot brand.

SOLUTION USED

Fusing dynamic native content animation with proprietary ad serving technology, Slingshot stitches and serves highly engaging 15s native content directly adjacent to regular ad creatives, inside commercial breaks on Connected TV.

CREATIVE STRATEGY

Origin's in-house animation studio produced a series of 12 Toppers that were formatted to run directly ahead of the main iRobot ad creative.

Television and Cabinet

ORIGIN X iRobot EXPLAINER

This channel is coming soon!

THE RESULTS...

...AND WHY THEY MATTER

Image by K. Mitch Hodge

+31.2%

PRODUCT KNOWLEDGE

iRobot and Roomba are already popular household names. The brief was to elevate the Braava to the Roomba's level of recognition, so that education of the newly launched product was a key KPI for iRobot.

Woman at Work

+26.5%

BRAND RECALL

 Being able to connect with a viewer on a personal and relevant level greatly elevates a consumer's ability to remember a message.

Image by Kira auf der Heide

+39.5%

GIFTING CONSIDERATION

Seasonally relevant native messaging forges a new dimension of personal relevance that connects better with viewers and significantly influences purchase consideration.

Viewers who saw the seasonal specific Origin Toppers had a 93.2% positive response rate when asked if they would consider purchasing an iRobot product as a gift for the 2020 holiday season.

Image by Jason Blackeye

EFFICIENCY  AND IMPACT

The approximate frequency of ads shown per household was 3x,  although the campaign brief had a frequency cap of 40x. 
 
The impact of Origin's native CTV solutions drove lift across all of iRobot's main KPIs despite reducing exposure and more importantly, without the need to saturate viewer with ads.  

ABOUT ORIGIN

Origin is a creative technology company whose pioneering Native CTV advertising solutions are reshaping the way brands engage and activate consumers on the largest screen in the home.

 

Fusing dynamic content animation with proprietary ad serving technology, Origin's proprietary Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.