From an attribution perspective, Northern Lights audited all data sources and recommended an attribution solution which best met LiveWatch’s needs. Our Data and Analytics team managed the implementation to ensure tracking pixels were correctly deployed and the data was flowing properly. The attribution model afforded insights into impressions, reach and outcomes across their campaign and delivered actionable insights from the initial lead through to sale.
On the creative front we reviewed their outdated legacy spot and all the creative assets they had in their possession. From there, we wrote a new script and updated the spot utilizing existing footage and newly created graphics. The spot was created in a modular format to highlight specific features and benefits and to allow for easy offer changes throughout the life of the campaign.
From a media perspective: we began with a core of historical high-performers and optimized based on the new attribution findings. To grow the campaign, using a mix of first and second-party data, we were able to extract valuable audience insights to inform the TV media and TV creative strategy including (but not limited to):
- 56% women
- 44% men
- 70% married or in a relationship
- Over index for digital subscriptions such as Netflix, Hulu, etc.
- Detailed political, food, shopping, event and travel interests useful for behavioral and interest-based targeting.