We tested the efficacy of digital channels to build both brand awareness as well as direct response. The project’s objectives were to 1)test the efficacy of media in high-performing/high-potential markets and 2)gain actionable insights into channel performance to inform the FY23 Q1 Marketing strategy and establish benchmarks for geo-targeted campaigns.
We developed a portfolio of direct response digital TV ads (i.e. Disney+, Hulu, SlingTV) and radio spots to test both 15 and 30-second lengths, unique messaging points, visuals, and call-to-actions in highly targeted markets includingAtlanta, Raleigh, Charlotte, Dallas, Ft. Worth & Las Vegas.
The four-month campaign yielded total leads of +47% YOY, +166% phone calls, 523,319 web sessions, and collective videos were viewed 8.7M times on YouTube.
My role was to direct and approve all creative production including:
+ Point-of-contact for all internal stakeholders, contractors, and agency partners
+ Provided key messaging for scripts; script approval
+ Sourced voiceover talent; voiceover approval
+ Video graphic and animation direction and development
+ Stock video sourcing and approvals
+ Trafficking all media to ad, media and radio agencies
