With the winter holiday season being the busiest time of the year, a consumer electronics brand wanted to optimize media planning toward TV sales by focusing on previously high performing platforms, Facebook and Instagram. Social advertising can become incredibly noisy and expensive during the holiday season, so it was critical for our targeting and creative to be spot on.
To ensure cost efficiency, we had to sync up strategies across the board. Website Visitors & Lookalikes were the top performing targeting segment. Creatively, we were able to combine the messaging surrounding CNET’s “Best TV” ratings with concrete dollar savings to yield a higher ROAS than each message individually.