Driving Smartwool’s Reach and New Customer Acquisition with CTV

two women in smartwool apparel sitting and laughing

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
Reduced CPA
Efficient Conversion
Increased Reach

This case study was originally published by Roku.

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