Turning Awareness into Retail Sales

COVID created a number of unprecedented challenges for traditional retail brands, including one of our biggest premium lifestyle clients. Their store locations had been unexpectedly closed for the foreseeable future and they were quickly needing to shift to a fully digital approach. If that wasn’t high-stress enough, their most critical sales period was approaching.

An unconventional awareness play

Driving sales was our primary goal. But we quickly realized that conversion media alone would not be enough to succeed in this new reality. To compete in the e-commerce environment, we’d need to increase brand awareness and do it in a way that allowed us to tie those dollars back to sales.

Pixeling our path to sales

We teamed up with one of our advanced data providers, Visa, to identify our most desired individuals in key markets across the country. We then developed a full-funnel approach that was able to target and follow these individuals across their digital lives, from awareness-driving ConnectedTV spots, to paid social ads, to conversion-focused display banners. Our campaign effectively pushed users down the funnel from awareness towards conversion with each ad we delivered.

The Results

At the end of the sale, we were able to directly attribute an increase in sales with our awareness efforts.

40% increase in new customers during the sale
Shoppers who saw the ConnectedTV spot after visiting the brand’s site were 500% more likely to add an item to their cart
Those exposed to the ConnectedTV ad were 15% more likely to browse content related to the brand or their products 1-hour after ad exposure

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