Overview
Breville launched its “Juicing Science” campaign across several advertising channels in the month of June with the objective to change perceptions of juicing vs. blending. The innovative brand created unique content across various channels, including a microsite, branded online videos, whitepapers, TV spots, and more.
Target audience
Income: $75K+
Children: Yes
Married: Yes
Age/Gender: A25+
Education: College+
Challenge
Expand reach in TV to find new audiences for new Juicing Science campaign, bringing awareness to a new set of potential juicer buyers.
Results and Execution
Through the clypd platform, Breville delivered over 9.3 million household impressions across linear TV, including that from MVPDs and National Programmers, reaching their very specific target audience with a $10.74 total CPM while realizing a strong effective CPM against its specifically defined target audience. In combination with various other digital advertising channels including Facebook and YouTube, the brand drove over 33,800 visitors to its microsite. By leveraging programmatic TV media buying though the clypd platform, the brand was able to find identify and deliver their marketing message to harder-to-reach consumers across new day parts and networks programmatically.