BACK 2 SCHOOL
CASE STUDY
NATIVE CTV CAMPAIGN DRIVES 45% LIFT IN PURCHASE CONSIDERATION FOR PREMIUM CLOTHING LABEL
THE CLIENT
With the new school year ahead, a leading sportswear brand with a popular children's clothing line was keen to be front of mind with parent parents as they planned for their kids to go back to class.
OUR BRIEF
To enhance their 'Back To School' ad creative in a way that enabled them to "cut through the noise" of their competition, while at the same time elevating their key message of female empowerment.
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 team of writers and designers produced a series of 4 branded 'Ad Toppers' that would capture the viewer's attention ahead of the client's main ad creative. Each asset contained an animated story showing families together at home, with a narration over the top.
The total number of Toppers in live rotation is determined in part by the frequency at which the complete Topper + Ad experience is planned to run within a given household, thereby reducing or even eliminating ad fatigue and creative wear-out.
DISTRIBUTION
The client's Native CTV campaign was distributed nationally using Origin's curated portfolio of premium media partners, each of whom we work with on an exclusively direct basis.
TARGETING
Origin used 1p and 3p data segments to target the right households.
TOTAL IMPRESSIONS SERVED
3.3m
TOTAL UNIQUE USERS REACHED
1.2m
TOTAL FREQUENCY PER USER
2.7
COST PER VIEWABLE COMPLETION
$0.03
THE RESULTS...
...AND WHAT THEY MEAN
+14%
BRAND AWARENESS
When asked 'Do you recall seeing an ad for x while streaming a movie or TV show on your Smart TV recently', Origin drove a 14% lift in brand awareness among audiences who saw the Origin-enhanced campaign vs those who saw the ad on its own.
+44.5%
PURCHASE CONSIDERATION
When asked 'How likely are you to consider x for your child's clothing needs', Origin drove an average 44.5% lift in purchase consideration among audiences who saw the Origin-enhanced campaign vs those who saw the ad on its own.
+44.2%
RECOMMENDATION
When asked 'How likely are you to recommend x to a friend', Origin drove an average 44.2% lift in viewers who saw the Origin-enhanced campaign and said they were 'very likely' to recommend the brand vs those who saw the ad on its own.
About Origin
Origin is a multi-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.