The Challenge
The team had been using Keen to finetune its already high-performing marketing mix for channel spend and timing, when their marketing leader laid out the provocative challenge of leaning heavily into TV during the summer months.
The Solution
The team tested scenarios, war-gaming different allocations throughout the summer season, based on adding incremental budget and/or diverting funds from DRTV.
The Result
The team outperformed the projected ROI, making TV the single largest driver of brand growth that year. The team poured $2 million into its traditional TV budget; $1.4 in incremental new spending and $600,000 redeployed from DRTV. The strategy returned $8M in marketing driven profit, sending the brand up 30 percent year over year.
