To propel success for season 5 of its hit series Small Business Revolution (SBR), Deluxe Corporation needed a media plan that would drive both awareness and episode views. But, with a lot of noise in the market due to COVID-19 and the presidential election, we knew ‘out of the box’ thinking would be crucial to get in front audiences as efficiently and effectively as possible.
For past few seasons of 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 limiting Deluxe’s reach.
Using these insights, Collective Measures opted to change up the buying strategy for television in Season 5, embracing new benefits of advanced TV: data-driven linear (DDL). Why?
A smarter buy: Data driven linear informs the buy based on what networks, channels, and dayparts index highly for a more precise audience than just a Nielsen demo segment. For Deluxe this meant we could find opportunities that indexed highly for small business owners
Reaching both desired audiences: This campaign targeted two very different audiences – small business owners and entertainment seekers – which meant any potential spillover between audiences was actually valuable. DDL allowed us to take advantage of this, driving millions of impressions incredibly efficiently
On-site attribution: One of the limitations of traditional television buying is that it’s harder to prove out direct impact. Data-driven linear is able to visualize site traffic using automatic content recognition data to detect the television spots airing, and use time-based correlation to track for spikes in site traffic. This made it possible to show how our television buy was driving both awareness and general interest in the series.
With this campaign, Deluxe was able to achieve massive reach on a national basis via television for the first time ever. Notably, ads ran on over 35 channels, including large networks like Food Network, HGTV, TLC and Discovery, which drastically improving the reach compared to previous linear television.
The campaign ran for just over a month and delivered the most video impressions of any channel in the media mix. Specific metrics included:
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