TARGETED TV ADVERTISING

The Client

Sit ‘n Sleep is a market leader in the specialty mattress industry with 38 retail stores across Southern California.

THE CHALLENGE

THE SOLUTION

Our strategy focused on optimizing television – the biggest line item in the client’s media budget. Rather than buying television from broad demographic ratings, we came up with a customized media plan that leveraged viewership insights from our client’s actual customers.

We used our audience management platform haloAMP® to match our client’s first party data with household level TV viewership data from our network of data partners.

Our engagement insights led us to drastic optimizations in our client’s media buy. First, we cancelled 5 out of 11 stations from the client’s linear television footprint compared to the previous year’s buy, saving the client $1.4MM annually.

Second, we identified an opportunity to more efficiently reach Hispanic audiences within English media. By eliminating Hispanic programming, we lowered media and creative costs without sacrificing on reach within the Hispanic community.

Third, we discovered new opportunities to air in some unlikely places. Everyone knows that “the big game” is the largest TV programming event of the year, though it might be one of the last places you would expect to see a commercial for a mom and pop retail chain like Sit ‘N Sleep.

Due to the cost, involvement in the “Big Game” is typically reserved for only the biggest players – most advertisers are national brands with huge media budgets. Our engagement insights identified positioning within the “Big Game” in which engagement was the highest within our custom segments but purchase interest by agencies was the lowest – creating a unique opportunity for Sit ‘N Sleep.

THE RESULTS

By uncovering new opportunities to optimize media, Wingman helped Sit ‘n Sleep achieve an impressive 11% YoY growth in same-store sales revenue, surpassing their year-over-year target of 8%. Reaching Hispanic audiences in English media, resulted in 50% more revenue YoY revenue within the Hispanic audience segment.  Furthermore, we reduced our client’s television spend by $1.4 million dollars.