Launching a Streaming TV & Twitch Campaign for a Pet Brand in Germany
What We’re Celebrating:
We earned a pet brand's trust to launch a €110K Streaming TV (STV) and Twitch campaign in Germany for the first time by educating them through diligent reporting and insights.
The STV and Twitch campaign experienced a strong awareness-based performance when compared to the brand’s successful OLV campaigns.
We helped the client increase sales at a commensurate rate to spend.
Overview:
GO works with a pet brand in Germany that participated in an Online Video (OLV) and Demand-Side Platform (DSP) Display test-and-learn process to better understand awareness advertising and see if they are worth investing in long-term. This campaign generated such powerful reach, detail page view, and branded search metrics that the client was not only thrilled to utilize those tools regularly but also experiment with other top-of-funnel tactics. With this in mind, we encouraged them to run an STV and Twitch campaign to drive incremental awareness on top of the existing DSP and OLV efforts.
The Opportunity:
After seeing our client’s strong performance with Amazon DSP Display and OLV ads, we felt this was the perfect moment to educate them and lean into additional non-search tactics to propel further business growth.
The Strategy:
We convinced the brand to provide an additional €110K to launch an STV and Twitch campaign to continue accelerating upper-funnel performance. We persuaded them to do so by:
Giving them a “preview” of these upper-funnel tactics with GO’s Water Approach, showcasing the ad units across search, display, and video to illustrate the different types of impact they have on the business (learn more about this approach here).
Highlighting the success they saw with DSP Display and OLV, especially through Amazon Marketing Cloud data.
Illustrating that the targeting opportunities with Twitch and STV were similar to DSP Display and OLV, allowing us to essentially copy and paste their audiences into this new campaign.
The Results:
The STV and Twitch campaign brought incremental awareness to our client and saw even stronger performance than their successful OLV campaigns. On average, the STV and Twitch campaign had a +9% higher detail page view rate and a +240% higher branded search rate than the OLV campaigns.
Additionally, the client’s sales growth was commensurate with the spend increase caused by this campaign (sales increased +35% YoY while the client’s total advertising budget increased +34% YoY). This illustrates that while we are dedicated to upper-funnel tactics to achieve long-term gains, we are also paying attention to and optimizing lower-funnel tactics to continue generating short-term wins.
Apprehensive about leaning into upper-funnel tools?
Our team has the experience to educate you about these ad units’ benefits and implement a slow and steady test-and-learn process to increase your confidence in their effectiveness. Contact us today to get started.