Background + Situation
For the second consecutive year, Deluxe tapped Collective Measures (CM) to develop an integrated media campaign to increase show awareness and drive episode views among small business owners. In addition to these goals, CM sought to understand how the show’s content nurtures real-life business leads – solidifying the value of Deluxe’s investment in the series.
Based on creative and channel learnings from the previous season’s campaign, CM selected hard-working and measurable media to drive episode views and engagement, testing audiences and placements while using rich media to showcase creative assets in exciting ways.
Specifically, the campaign focused on engaging video and trailer content, across a variety of video platforms, emphasizing behavioral targeting, and testing new landing pages, ad units, and messaging for the “small business owner” audience.
Even better? 50% of all episode watches came from the small business owner and supporter audience – confirming that the SBR series and messaging resonates with viewers who are more likely to purchase small business products from Deluxe.