To propel success for season five of its hit series, Small Business Revolution (SBR), Deluxe Corporation (Deluxe) tapped Collective Measures to create an effective media plan that would drive both awareness and episode views. But, with the COVID-19 and the presidential election, innovative thinking was crucial to get in front of audiences. With these challenges in mind, we recommended testing a new approach to the campaign’s awareness media tactics.
For the past few seasons of the Small Business Revolution, Collective Measures had invested in local, linear television campaigns to fuel awareness in priority markets. And although campaigns had always performed well, it was difficult to fully quantify this success given the challenges associated with measuring traditional linear television. This traditional buying approach was also expensive and limited Deluxe’s reach.
Using these insights, Collective Measures recommended changing up the buying strategy for television in season five, embracing new benefits of advanced TV: data-driven linear (DDL).
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