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Holistic Video Planning
Involved Media
Challenge
In its second year in the Canadian market, Colour Spark needed to break into the competitive DIY space in a compelling way to differentiate its brand within the premium home décor category.
This resulted in a holistic video strategy, that would not only reach target audience at scale, but also drive engagement for the brand.
Approach
A holistic TV/CTV strategy allowed ColourSpark to maximize reach across the big screens. It was key to also go beyond traditional reach and frequency measures by delivering the message in an unexpected way through a content guide with Roku, which invited users to try out brand’s colours via a Room Visualizer.
Outcome
Campaign exceeded all Roku’s benchmarks in the DIY space.
- 9% Incremental reach (vs 3% benchmark) – this was made possible by holistic video planning upfront
- 12% engagement rate (vs 9% benchmark), which emphasizes the non-intrusive nature of the execution that consumers were more likely to interact with
- 98.4% completion rate (vs 95% benchmark) indicating content was highly relevant to audiences reached