Awards are even sweeter when shared, right? Along with LifeProof, part of the Otter Products family, we won the 2020 Internet Advertising Competition award for Best Consumer Goods Online Campaign.
In the summer months of 2019, the active lifestyle season, we ran the Live Fulltime campaign to drive brand awareness for LifeProof in key markets. This was LifeProof’s first foray beyond the core action-sports audience (think X Games crowd) to a broader group including through-hikers, fashion-forward festival goers and vloggers.
Our online campaign delivered 43.6 million impressions across San Francisco, Dallas, Los Angeles, Chicago and Denver. With a final CPM of $12.52 and engagement at 1.76 percent (click-through rate), we drove 360,000 users to the LifeProof site to support overall sales goals.
Data was our key to drive brand awareness in these key markets. We used a combination of NPD data and Claritas target information to identify specific markets with the highest opportunity. Running during the summer months meant capturing the attention of our target audience during the active lifestyle season. Our plan:
- Leveraged summer music festivals in key markets to curate concentrated targeted audiences to whom we deployed digital messaging through geo-fenced social tactics including Facebook, Instagram and Snapchat.
- Deployed highly consumed and viewable video channels to drive brand awareness and digital touchpoints through Hulu, Native Video, and TrueView In-Stream and Bumper ads.
- Boosted brand awareness within contextually relevant podcasts that aligned with the target’s listening preferences via pre-, mid-, and post-roll audio spots.
- Incorporated in-feed social prospecting as an always-on tactic to deliver a variety of lifestyle-focused creative assets to the target.
- Ran an evergreen remarketing strategy by delivering dynamic ads to users who viewed or placed a product in their shopping cart but didn’t convert.
Thanks to Otter Products for our ongoing partnership, to the Web Marketing Association and this year’s judges for your consideration, and congratulations to all the other winners this year.
Check out more of the Live Fulltime campaign creative below and learn more about our work with OtterBox, also part of Otter Products.
Now in our 50th year of business, Vladimir Jones is Colorado’s original independent, integrated advertising agency, with offices in Denver and Colorado Springs. We believe in brilliant brands and love making the world love them as much as we do.