Incremental Sales with Social + TV

36 %
Conversions

Standing Out Against the Competition

Sleep support brands face fierce competition. From selling mattresses that get delivered straight to your door, to beds that measure how you sleep; the options for sleep products are endless, as are the number of brands offering these products. Some industry executives estimate that there are over 100 different mattress companies in the world today. 

Kenshoo currently works with a leader in this space to help them break through the noise and drive high-impact results. To continue to prevail, this brand relies heavily on combining strategy with technology to remain top of mind, highlight key benefits at scale, and acquire new customers.

Knowing consumers are faced with countless options, the mattress brand needed to find a way to break through the noise, especially when other brands might be in consideration.

Coupling TV and Facebook

This is when the mattress brand partnered with Kenshoo to identify the right technology and strategy to not only conquest the competition, but also drive results. 

Knowing that a competing brand relies heavily on high-scale Television to reach its target audience, the mattress brand aimed to deliver their own ads on social while their competitor’s ads were live on Television. 

Kenshoo’s integration with TVTY matches high powered advertising technology with consumer behavior to align activation on social with events on television. According to a study, activity on Facebook while a primetime show is live peaked during commercial breaks. This makes for an opportune moment to deliver ads on Facebook while competitors are on the big screen.  

Kenshoo’s client set bids to increase on their Facebook ads that were delivered to audiences in regions where its competitor delivered TV ads. This increased the likelihood of their ads appearing in their target audience’s Facebook Newsfeed during pivotal moments.

Driving Incremental Sales

When leveraging Kenshoo’s TV Signals for their social campaigns, the mattress brand was able to reach the right people at the right time. 

  • Delivering ads to people who would have otherwise only experienced their competitors ad.
  • Reached people during a time of peak engagement.
  • Drove more sales from campaigns delivered during competitor TV commercials compared to campaigns not aligned with TV. 

This success ultimately led to 36% more conversions. The client also plans on continuing to use TVTY during promotional periods to counter their competitor’s TV ads with the value their brand can provide. 

Background

TVTY is a Kenshoo Technology Partner with a TV Monitoring Platform. TVTY builds and updates a comprehensive TV ads catalog to monitor brands’ activity on TV across over 600 channels, 24/7. Kenshoo’s integration combines TVTY’s TV Monitoring technology with Kenshoo’s comprehensive suite of digital advertising solutions. 

Challenge

  • Knowing consumers are faced with countless options, the mattress brand needed to find a way to break through the noise, especially when other brands might be in consideration.

Solution

  • Kenshoo’s client set bids to increase on their Facebook Ads that were delivered to audiences in regions where its competitor delivered TV Ads. This increased the likelihood of their Ads appearing in their target audience’s Facebook Newsfeed during pivotal moments.

Results

  • This success ultimately led to 36% more conversions. The client also plans on continuing to use TVTY during promotional periods to counter their competitor’s TV Ads with the value their brand can provide.