by cory looney | Nov 8, 2022
Launch a new 3 in 1 electric grass trimmer and edger with $150+ price point.
Break consumers away from their traditional loud and heavy polluting gas power tools and convince them to go fully electric with a cleaner and quieter trimmer.
- Utilized a 28:30 infomercial to educate and demonstrate the multiple benefits of a fully adjustable electric power trimmer.
- Launched with Long Form (28:30) to effectively demonstrate the ease and versatility of using the Worx GT and showed how quiet and efficient the GT was compared to messy gas-powered trimmers.
- Media targeted a adults 25-54 demo on local broadcast, regional cable, and national cable.
- Shorter format creatives introduced after Long Form maturity to increase exposure and drive retail sales.
- Launched additional product lines based on the success of the principal product including seasonal products.
Best-selling Electric Grass Trimmer in DRTV Category
Direct-to-Consumer and Drive-to-Retail Increased Sales
ROI on Direct-to-Consumer Sales Alone
Over $10M in Campaign Spend
Direct-to-Consumer Media Agency:
TV – Streaming – Digital – Radio
by cory looney | Nov 8, 2022
Launch and build the brand of a new emergency food prep line.
Create a household name in the product category, break into retail, and produce a profit for Wise Company.
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Launch with an Infomercial (28:30) to educate consumers on the Wise Food product and its brand
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Follow with a high frequency national spot campaign utilizing :30 & :60 length commercials to further build brand awareness and drive retail
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Execute market specific Linear TV placements to drive sales in specialty retail outlets across the United States
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Provide measurement solutions to prove that each marketing channel is effective and to optimize a blended media campaign appropriately
Over $10M in Linear TV placements
Direct-to-Consumer Media Agency:
TV – Streaming – Digital – Radio
by cory looney | Nov 8, 2022
Great Healthworks entered into the DRTV marketplace with no previous linear TV experience.
They wanted to reach baby boomers at home who were starting to develop chronic aches and pains.
Their challenge was to successfully launch Omega and create a successful brand
- Launched a Paid Programming (28:30) campaign endorsed by celebrity Larry King to educate consumers on the benefit of Omega oils and drive sales.
- Fully penetrated the entire US and eventually expanded throughout all of Canada, Puerto Rico, and US Virgin Islands.
- Accessed additional demos by utilizing shorter length formats (:60 to 5 Min lengths) to break into new stations and dayparts that paid programming could not reach.
- Spanish in language production of the spots with endorsement by celebrity Ana Maria Polo to market to the Hispanic audiences.
Spent on Linear TV advertisements
Performance boost with the Ana Maria Polo Hispanic campaign
ROI on web sales from Linear TV
Direct-to-Consumer Media Agency:
TV – Streaming – Digital – Radio
by cory looney | Nov 8, 2022
Build the Generac brand to be one of the top home power generator companies in North America & beyond.
Demonstrate that Generac could successfully market and sell their Emergency Power Generators through direct-to-consumer advertising tactics.
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Assisted with the Linear TV content creation, messaging, and production, and developed multiple :30 second to 5-minute direct-to-consumer commercials as well as a Paid Programming show (28:30).
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Using all Linear TV lengths, developed a blended media plan approach on both a national and local market level.
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Utilized weather tracking and forecasting tools to seasonally media plan in specific local markets and to quickly pivot media budgets to recently effected markets as major weather events occurred.
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After the Generac brand made traction in the United States, expanded the campaign to Canada and Puerto Rico
Ranked “Best Value” generator by Popular Mechanics and other credible sources
Billions in Net Sales to date
Increase in ROI year over year
Direct-to-Consumer Media Agency:
TV – Streaming – Digital – Radio
by cory looney | Nov 8, 2022
Client added linear TV in 1Q21 as a result of higher CPA in social and digital. Linear was originally successful delivering a <$100 CPA.
However, the next few months the CPA started to increase, and the client decided to move media agencies with a goal to lower CPA and find new opportunities.
- River analyzed all historical data to deploy a new linear campaign and allocated 80% of media on historically performing stations and dayparts while adding 20% to new networks.
- Instead of buying lower tiered inexpensive networks, River incorporated Tier 1 and Tier 2 networks to extend reach.
- Since this campaign drove 100% of its traffic to their website, River implemented a pixel-based solution on client’s website and integrated all third-party marketing platforms (Meta, Shopify and Google) allowing us to run a full multi channel attribution model.
Best-selling healthily prepared food, home delivery service
Increase in weekly orders
Direct-to-Consumer Media Agency:
TV – Streaming – Digital – Radio
