Driving Smartwool’s Reach and New Customer Acquisition with CTV
The Challenge
Smartwool believes that time outside is time well spent, whether you’re more of a backyard camper, explorer, or a trailhead tailgater. As a brand, Smartwool encourages customers to “Do What Feels Natural” when it comes to getting outside, with versatile products that support every level of adventure. Smartwool and Backbone launched a campaign looking to promote these values of fun-loving exploration and individual empowerment around their new line of socks and apparel.
The Solution
Smartwool and Backbone partnered with Roku to drive brand awareness and consideration against the target audience. Using a curated but programmatic approach, Smartwool was able to serve ads in a brand-safe TV streaming environment. Exposed viewers were retargeted with display ads to present an easy click to Smartwool.com.
The Results
This combined tactic proved effective in driving results, with users exposed to both streaming and display ads being 72% more likely to visit the site. Roku Media saw a 97% more efficient CPA with Smartwool’s campaign compared to other streaming partners, exceeding Roku’s industry benchmarks.
- Reduced CPA: 30%
- Achieved 30% lower CPA during the campaign by adjusting pixel strategy
- Efficient Conversion: +2x
- Average conversion rate more than doubled during the campaign flight
- Increased reach: $0.03
- Average cost per household
Streaming is a newer medium for us to tell the Smartwool brand story, and it is critical for us to get it right. Backbone and Roku helped show us that TV streaming can be a starting point for an effective omnichannel campaign and inspire our target market’s inner explorer. This has been a great display of marketing innovation and we are excited to continue investing in streaming.
This case study was originally published by Roku.
