Connecting Facebook and TV

19 %
CPA (FB Paired with Wren TV Ads)
11 %
CPA (FB Paired with Competitor TV Ads)

Challenge

The Kitchen retail industry is a highly competitive market within the UK. Advancements in technology and increasing disposable income along with rising health concerns are amongst the leading contributors to the growth of this market.

Despite this market growth, retailers have had mixed fortunes in recent years, with Wren Kitchens remaining a top performer while most competitors lose market share YoY.

How do they do it? Wren Kitchens has a sophisticated marketing portfolio, advertising on multiple online and offline channels. While maintaining market visibility has been key, tying these efforts together and increasing the impact of their cross-channel campaigns was a challenge they brought to Kenshoo.  

Solution

Kenshoo’s deep integration with hundreds of technology providers was the first step in order to apply cross-channel functionality for Wren Kitchens.  

Kenshoo is integrated with TVTY to provide social advertisers, like Wren Kitchens, with access to commercial airings on over 600+ channels, making it possible to identify TV Signals then acting on them.

TV Signals were easily implemented via Kenshoo’s Automated Actions to set conditions and automatically take action when a Wren Kitchens ad or Competitor ad aired on television. The performance was then analyzed through Kenshoo’s Analysis Grid which makes it easy to slice-and-dice data and update the strategy according to results.

Conquesting competitors and amplifying current efforts were both A/B tested against a control group to not only identify if TV pairing would be successful but to also understand how this approach should be implemented moving forward.

  • Control Group – Were served Wren Kitchens Facebook ads. Delivery of ads not tied to any commercial airings.
  • Competitor Group – Automated action triggered to boost bids of Facebook ads by 10% when their competitors’ TV ads were aired within targeted DMAs.
  • Wren Group – Automated Action triggered to boost bids of Facebook ads by 10% when Wren Kitchen’s TV ads were aired within targeted DMAs

Results

The results conclusively proved to Wren Kitchens the effectiveness of informing Facebook campaign activity with TV Signals.

Wren Kitchens benefited from the following uplift over 30 days when complementing their own television campaigns:
·        19% decrease in CPA
·        25% increase in conversions

Wren Kitchens also observed the following uplift over 30 days when conquesting against competitor television campaigns:
·        11% decrease in CPA
·        23% increase in conversions

Background

Wren Kitchens is a privately owned British designer, manufacturer, and retailer of kitchens. The company has 77 showrooms in the United Kingdom, and its headquarters is in Barton-Upon-Humber in North Lincolnshire, England.

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Challenge

While maintaining market visibility has been key, tying these efforts together and increasing the impact of their cross-channel campaigns was a challenge they brought to Kenshoo.  

Solution

TV Signals were easily implemented via Kenshoo’s Automated Actions to set conditions and automatically take action when a Wren Kitchens ad or Competitor ad aired on television. The performance was then analyzed through Kenshoo’s Analysis Grid which makes it easy to slice-and-dice data and update the strategy according to results.

Results

Wren Kitchens benefited from the following uplift over 30 days when complementing their own television campaigns:
·        19% decrease in CPA
·        25% increase in conversions

Wren Kitchens also observed the following uplift over 30 days when conquesting against competitor television campaigns:
·        11% decrease in CPA
·        23% increase in conversions