Retailer watching Holiday Season Slip Away – Turns to Anchor

Campaign Overview

A big-box retailer on the verge of bankruptcy was making a last-ditch effort to promote for the Holiday Season. Agencies would not engage with Retailer for fear of non-payment on both the client & vendor side. Anchor was up to the challenge.

Strategies

• Negotiated terms with both National & Local stations getting client on-air in 10 days from start to finish in over 45 local markets as well as National Cable Networks.
• Tapped into OTT, CTV and programmatic display ads to deliver incremental reach and additional GRPs for the Holiday Shopping Campaigns across focus DMAs and zip codes, driving efficient VCRs and CPCVs
• Ran 100+ weekly GRP levels to maximize Reach amongst the target consumer to remind consumers that stores were still open and had amazing Holiday deals.
• Video Pre-Roll – Leveraged DSP partners such as DV360 and AppNexus to utilize power data segments amongst massive video reach.
• Utilized YouTube to incorporate contextual and demographical google data through the most powerful social video platform.

Results

• Kantar Study show Brand favorability & Purchase Intent both increased over the course of the campaign, up 25% & 35% respectively.
• Sales rose an aggregate of 19% year over year against same time period.
• Friends & Family campaign generated a .25% CTR with a 55% completion rate and a $0.026 CPCV. Revenue reached over $67K which resulted in a 334% ROAS. Behaviorally targeted placements outperformed all other strategies in terms of CTR (0.41%), completion rate (67%) and revenue over $51K. For CTR, specifically targeting Shopping Categories (.49% CTR) and gift keywords (.28% CTR) resulted in the highest CTRs. But affinity shoppers and our Low HHI audience beat that audience out in terms of view rate – which was 45% for each.
• After Christmas campaign averaged a .22% CTR with a 59% completion ate, $0.025 CPCV and over $185K in revenue. Behavioral placements had the highest CTR at .34%, and contextual placements achieved the lowest CPCV at $0.045, but retargeting took the cake with the most revenue at over $91k and ultimately 712% ROAS. YouTube placements Low HHI, Gift Keywords, and Affinity shoppers all hovered around .20% CTR and 50% view rate but Shopping Categories CTR pulled in a .74% CTR

Conclusion

“Although we were in the middle of the holiday season Anchor’s was able to get us into market quickly, efficiently and effectively saving our 4Q and our holiday season.”

– CMO, Retail