Located in Mullica Hill, New Jersey, Bast Brothers is a family-owned garden center stocked with hand-picked local annuals, perennials, shrubs, and gardening supplies. In early 2020, the business decided to expand its marketing strategy and team up with Effectv to help increase foot traffic to its brick-and-mortar store, as well as build brand awareness in the community, through a targeted TV campaign.
With the client’s goals in mind, Effectv developed an audience-optimized TV campaign targeting women aged 25-64. Using insights from Comcast’s first-party viewership data and third-party geographic, demographic, and psychographic data, we were able to target audiences living in Gloucester County that were interested in home improvement. Then, we delivered the client’s 30-second commercial, showcasing the garden center, in premium programming on a dozen female-skewing networks like Bravo, E!, HGTV, and TLC. By targeting the right audience via local cable TV advertising, the client was able to reduce waste and utilize its budget in a far more cost-effective and cost-efficient way.
Bast Brothers reported 130% year-over-year revenue growth from 2019 to 2020 following its newfound partnership with Effectv. The business’s growth correlated with its overall marketing strategy, which included TV, print, and social media advertising, as well as a surge in home improvement spending due to the COVID-19 pandemic. Overall, the client was happy with its Effectv TV campaign, stating it helped the business build stronger community connections, increasing awareness of the brand and boosting retail foot traffic.