Business challenge

For our long-time client, Dillard’s, we had a big and exciting challenge: help them launch a one-week holiday promotion for all 106 store locations across the U.S.

The only condition-Half the budget of previous campaigns. So, we got to work.

Objectives

Create a significant YOY sales increase for this holiday week across the retail store network.

Services

Data-modeling, media planning, audience targeting analysis

Paid-media Channels

CTV

Our strategy

Historically we had focused our investment in linear, local spot TV for this client. It had always performed well but required a larger budget. We knew we needed a new approach that could get us the coverage and reach we needed, but for just that one week and meet our investment conditions.

We analyzed three options: a one week national cable TV schedule, a spot TV schedule but limited to only 7 markets due to cost, or the third option, a CTV campaign targeting women who shopped at Dillards and similar stores.

With our budget and need to cover all 106 markets, a CTV placement with enhanced targeting focusing on our core target who was highly likely to shop was the best option. To make it work we used credit card purchasing behavior data and planned for local market heavy-ups where we saw more opportunity.