A new product, Zoom Tubes™, launched its new tube race car toy in May with the goal of building brand awareness for the upcoming holiday season, as well as maintaining a specific cost-per-order (CPO) goal.
Being new to market, the product had very little brand awareness and a short 5 month window to build recognition in order to successfully drive volume sales for the holiday season.
With such a tight time-frame, our goal was to build the product a strong digital foundation that would be scalable and cost effective as we grew brand awareness leading up to the holidays.
To achieve both the low cost-per-order (CPO) goal as well as traffic volume, we focused on a strategic mix of online advertising channels; paid search (Google, Bing, Amazon), video (YouTube), programmatic display and social advertising.
Because the product was new to market, our first goal was to grow product awareness throughout the months leading up to the holidays utilizing a blend of programmatic display, video (YouTube), search and social campaigns.
Over the course of the summer months we developed a strong audience profile of our top customers. We also built-out a large remarketing pool that was leveraged throughout our holiday campaigns with unique messaging for special target markets.
As the holidays neared, we shifted our digital focus from brand building to online sales with a heavy emphasis on the retail drivers of Google Ads, Bing Ads, Amazon and Facebook. Leveraging our earlier branding work, our e-commerce campaigns drove volume online orders throughout the end of the year and record-high sales returns.