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Bedgear, a high quality bedding company, wanted to grow their name and sales. Their products are higher than average in their category.
The category also typically favors single purchases. In fact, customers are often brand neutral as it relates to certain market categories.
In a previous case study we discussed the overall effectiveness of sponsored brand video (SBV) compared to other campaign and media types and found that in the short measured period, SBV delivered at a minimum of 238% higher CTR.
It also delivered a highly effective way at delivering new-to-brand (NTB) sales, despite the higher cost.
But how would the results last with continued use? What were the net long term affects year over year?
Let's continue the story...
Challenges
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Long-term growth
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Brand name awareness
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Sustained results
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Solutions
The Nectar team continued to optimize and evolve the strategy over time, while maintaining the use of SBV as a key tactic.
The focused on:
Improved Targeting:
Performance enhancement by optimizing terms and removing waste spend from the campaigns. Dayparting and timely keyword specifics were essential, ensuring the ads were seen at the right time by the right audience.
Incremental Growth Opportunities:
As always, continuous monitoring and optimization were pivotal in a holistic sense, ensuring that each campaign adjustment contributed to profitable growth.
Leverage Branded Campaigns
A curious thing happened that was unexpected due to the usual brand neutrality of the category and the higher price point of the brand.
Recognizing the initial brand-building success, Nectar experimented with increasing the use of branded terms in SBV campaigns.
As time went on, the branded term campaigns performed better and better trailing the initial results, suggesting not only an increase in performance generally, but an increased recognition of Bedgear organically in conjunction with the rest of the brand strategy.
Results
Higher Engagement with SBV:
Average SBV CTR continued to increase to 1.32% (vs 0.65%) YoY and 725% higher compared to other campaign types, maintaining that with monitoring and continued optimization the results were sustainable, improvable, and impressive.
NTB Sales:
80% NTB sales from SBV.
The majority of NTB sales come from branded term SBV campaigns validating the brand building efforts.
Growth:
Sales doubled YoY with a significant portion attributable to SBV.
This is not just a net figure, daily sales, neutral of promotional campaigns were doubled resulting in the top sales figure doubling YoY.
Before
After
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