RETAIL CTV
SUCCESS STORY
ORIGIN DRIVES VERIFIABLE IN-STORE LIFT IN FOOT TRAFFIC FOR GLOBAL RETAIL BRAND
Overview
This retail client set out to maximize in-store traffic and conversion during key seasonal shopping periods, from the 2024 holiday season through Mother’s Day and Father’s Day 2025. By aligning media strategy, creative execution, and campaign timing, the brand successfully drove measurable, efficient footfall while achieving exceptional return on ad spend.
Challenge
Seasonal campaigns are notoriously competitive, with rising media costs and customer attention split across many brands. The client needed to deliver campaigns that not only reached the right audience but also converted them into in-store visits at a cost that justified spend.
Creative Strategy
Each of the CTV campaigns focused on three pillars:
Precision Targeting
Using advanced audience segmentation to reach high-value shoppers most likely to convert.
Contextual Dynamic Creative
Tailoring messaging to align with specific seasonal moments, from gifting occasions to family-centered holidays.
Timing Optimization
Launching flights at peak engagement windows to maximize impact and capture intent-driven shoppers.
Execution
The campaigns ran across multiple seasonal windows, including:
Holiday 2024
Driving gift-shopping traffic during the most competitive retail period.
Mother’s Day 2025
Focusing on gifting behaviors and family-oriented promotions.
Father’s Day 2025
Targeting high-conversion audiences to boost visit rates.
Each campaign leveraged data-driven insights to adjust spend and creative dynamically, prioritizing media placements that produced the highest incremental visits.
Results
measured by
The campaigns delivered strong performance across all key metrics.
Behavioral Lift
15.25%
For the Mother’s Day campaign, there was clear incremental impact with 84.85% confidence.
Cost Efficiency
$0.17
For Holiday 2024, a benchmark beating cost-efficiency allowed the brand to maximize ROI.
Conversion Rates
2.46%
The Father’s Day Friends & Family campaign reached a 2.46% conversion rate, reflecting highly effective targeting.
Reach
27.9m
Over 27.9M impressions were delivered across campaigns, sustaining brand presence through multiple seasons.
Additional Standout Shopper Statistics
A key area of interest for the retailer was the desire to resonate with shoppers who have varying levels of loyalty to their brand.
High Frequency Shoppers
High-frequency shoppers who were exposed to the campaign visited the retailer's store at 3.4x the expected rate.
Highlights the ability a brand has through Origin to deepen engagement and reinforce loyalty among their customers.
Low Frequency Shoppers
Low-frequency shoppers who were exposed to the campaign visited the retailer's store at 2.6x the expected rate.
Highlights the ability a brand has through Origin to re-engage occasional shoppers, expanding share of wallet.
Impact
These results prove that well-executed seasonal campaigns can achieve both efficiency and scale. By uniting precise targeting, strong creative, and optimized timing, the client consistently turned audience engagement into measurable store traffic.
Takeaways
When retail brands integrate data-led creative decision-making into seasonal strategies, they can outperform industry standards. The mix of cost efficiency, behavioral lift, and conversions not only delivered short-term traffic but also set a high bar for future campaigns.
About Origin
Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.