NATIVE CTV CAMPAIGN DRIVES 40% LIFT IN CONSIDERATION FOR LEADING SMART HOME ELECTRONICS BRAND
2021 DRUM AWARD NOMINATION: 'Best Use of CTV'
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.
Enhance and distribute the iRobot ad creatives in a way that would elevate the brand's ability to:
Educate consumers of the Braava’s most appealing features and functions.
Strengthen brand affinity between the Braava and its more well known sibling, the Roomba.
Elevate awareness of the iRobot brand.
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.
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.
8 of the Toppers were branded, 2 were unbranded and 2 assets ran as standalone 15 second creatives.
...AND WHY THEY MATTER
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.
Being able to connect with a viewer on a personal and relevant level greatly elevates a consumer's ability to remember a message.
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.
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.
Origin is a creative technology company whose pioneering advertising solutions have reshaped the way advertisers engage and activate consumers on Connected TV.
Fusing first to market ad formats with proprietary technology and direct distribution deals that span the streaming ecosystem, Origin is engaged by brands, agencies and platforms who are seeking to simplify and amplify their Connected TV strategies.