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Retail

Smart Home Gym System

OVERVIEW:

A retailer of smart home gym systems serves consumers around the country and sought to test whether high household reach and frequency would provide a notable lift in campaign effectiveness.

STRATEGY:

We randomly separated major markets into “control” and “test” markets. The client booked linear campaigns with its usual levels of reach and frequency in the control markets of Sacramento/Los Angeles, Portland, and New York. Simultaneously, it used San Francisco, Seattle, and Chicago as its test markets, booking linear campaigns with increased reach and frequency.

SUCCESS:

The client saw a direct correlation between campaign reach/frequency and brand success metrics. In the test markets with increased reach and frequency, the client experienced 47% higher web traffic, 89% higher search click-through rates (CTR), lower search cost per click (CPC), and 35% more sales overall.