Imperial College London
People exposed to the advert were 78.7% more likely to consider booking Pirate studios vs 23% in the control (non-exposed) group.
Of people who saw the ad became Pirate promoters who are likely to recommend the brand to their peers.
Of ad viewers are “likely” to book Pirate compared to 29.3% in the control group
Combining Addressable TV with qualitative sentiment analysis to turn brand-building, broadcast media into a bona-fide digital performance channel
Pirate came to us with a problem around their run rate and performance activity beginning to plateau. They wanted to look at some Broadcast elements to build up booking momentum again and begin building the brand. Because they are a fresh brand, they thought TV could be out of reach.
But through clever use of addressable TV we were able to get them on the big screen at a low budget and deliver some incredible results.
Their booking levels had plateaued post pandemic normality. We knew that we had to target people who love performing – either professionally or as a hobby – to make them aware of Pirate and get them through the doors.
Addressable TV in London gave us all the benefits of TV for a fraction of the cost, highly targeted to ensure efficiency and only reach the households relevant to our target audience.
We first had to prove that TV was the RIGHT environment for Pirate. We did this by presenting all the positive attributes of TV in terms of ROI, Trust, Storytelling and more. We then had to show that our targeting was right for their audience. We started broad but worked with Pirate to narrow focus on a London-only test.
The key sell-in point was negotiating a Kantar study with Finecast to prove in advance the brand effectiveness of the campaign. Then we worked up a solution to fit a more ‘performance media’ attribution model for this brand activity. This involved overlaying numerous and diverse data points into a legible view of effectiveness:
FInecast would share weekly impression and postcode data. Pirate would share weekly booking and postcode data. With those data points we could triangulate how many postcodes exposed to the advert were then booking with Pirate.
To prove the effectiveness of this bold leap into Addressable TV investment we built out a unique attribution framework, accounting for reach and providing solid metrics around cost-per-acquisition.
From the postcode match we found that 58% of Pirate’s total bookings in London in that period came from postcodes exposed to the ad.
Of new customers in the campaign period, 55% booked from postcodes where impressions were served. Insights from our relationship with Kantar provided quite staggering results:
- People exposed to the advert were 78.7% more likely to consider booking Pirate studios vs 23% in the control (non-exposed) group.
- 44% of people who saw the ad became Pirate promoters who are likely to recommend the brand to their peers.
- 74.6% of ad viewers are “likely” to book Pirate compared to 29.3% in the control group
At Anything is Possible, we take a different approach. Experienced in all fields of media, we’ll work in partnership with you to shape and execute strategies, campaigns and media plans that propel your brand and resonate with your audience.Get in touch