INFLUENCER + PROGRAMMATIC

  • Leveraged Influencers and Programmatic Advertising for Afropunk X Ruffles "Own Your Ridges" Campaign

    Objective: Drive significant participation in Afropunk x Ruffles "Own Your Ridges" video competition during the first 7 days of its launch in January 2022.

    Strategy: We harnessed the power of paid media through key influencers to build excitement and inspire engagement within the Afropunk community. Additionally, we amplified this by utilizing Afropunk’s extensive 3 million+ social media audience with a programmatic extension campaign. This allowed the "Own Your Ridges" message to reach beyond Afropunk’s owned channels and permeate a broader, yet highly relevant audience.

    Results: The combined efforts of influencer marketing and programmatic reach resulted in over 10,000 entries within the first 7 days, far exceeding our initial projections. This success clearly demonstrated the power of blending influencer-driven content with programmatic advertising to maximize impact and engagement.

    Conclusion: By strategically leveraging both influencers and programmatic advertising, we successfully elevated awareness and participation in Afropunk X Ruffles "Own Your Ridges" campaign. Our approach not only met but surpassed expectations, proving the effectiveness of this integrated strategy in connecting with the Afropunk audience and achieving campaign goals.

CONNECTED TV (CTV)

  • Baby Drill – “SCOREGOD” CTV Awareness NBA All-Star Weekend (2024)

    Objective: To drive widespread awareness of Baby Drill’s single “ScoreGod” across multiple screens during NBA All-Star weekend 2024.

    Strategy: To push traffic across all-major television outlets broadcasting the NBA All-Star Game weekend events including NBA TV, TNT, ESPN & NBA App.

    Execution:

    •Collaborated with RCA to develop a custom 30-second animated spot, ensuring full compliance with brand safety and technical standards.

    •Secured premium PMP (Private Marketplace) CTV inventory to serve ads throughout the NBA All-Star Weekend.

    •Implemented tailored demographic and geo-targeting to effectively reach Baby Drill’s key audience.

    Results:

    •Achieved a remarkable 99% Video Completion Rate (VCR).

    •Both RCA and Baby Drill's teams repeatedly viewed the ad over the weekend, underscoring its strong presence. This success delighted the client, who praised the CTV strategy for its effectiveness promoting the music generating a cultural moment for Baby Drill.

    •The integrated QR code drove significant traffic to the pre-save link for the YouTube music channel, leading to the “ScoreGod” video becoming one of Baby Drill’s most successful releases, amassing over 2 million views.

    Conclusion: This strategic campaign not only boosted Baby Drill’s visibility, but it also sparked a cultural moment, expanding his fanbase and elevating his presence beyond core listeners. The campaign achieved cross-platform notoriety, attracting new listeners previously unfamiliar with his work outside of radio and social media.

PROGRAMMATIC

  • Service Express – Lead Generation & Branding

    Objective: Maximize Service Express’s first-party data, including site remarketing and CRM insights, to create a robust and scalable lead generation funnel that drives both new and existing customers to explore their broad range of products and services.

    Strategy: We developed an aggressive, data-driven remarketing and audience lookalike campaign. This strategy focused on re-engaging high-intent users while simultaneously targeting those ready to transition to premium product tiers, ensuring optimal customer acquisition and retention.

    Execution: A comprehensive remarketing strategy was deployed to re-engage targeted users, utilizing their online signals to create a scalable national programmatic display campaign. To further enhance prospecting, we integrated Online Videos (OLV) into the campaign, generating heightened interest in Service Express by strategically targeting tech-savvy and news-focused audiences.

    Results: The programmatic display campaign delivered an exceptional Cost Per Lead (CPL) of $90—more than doubling the efficiency compared to the initial benchmark of $225. Meanwhile, the OLV campaign significantly increased brand visibility, resulting in a threefold boost in site traffic and a fourfold increase in overall engagement.

    Conclusion: By deploying precise audience targeting and leveraging advanced data solutions, we significantly scaled the lead generation funnel while ensuring cost efficiency. The campaign's success delivered a strong Return on Ad Spend (ROAS), solidifying Service Express’s position within the competitive server solutions market.