An international shoe brand used paid media to drive sales but struggled with low brand awareness. With the help of Ansira, they leveraged top-of-funnel video media strategies to maximize impressions.
The challenge
Paid media wasn’t driving enough brand awareness
Paid media had been a key driver of direct-to-consumer (DTC) sales for this international shoe brand. However, studies showed that brand awareness was low for the brand, especially in the U.S.
The shoe brand needed to boost awareness among their target audience with a limited budget and minimal time, as their peak sales season was fast approaching.
The solution
TOFU media strategies boosted impressions
The international shoe brand enlisted Ansira to help them leverage more top-of-funnel (TOFU) media strategies to generate greater brand awareness and recall. The Ansira team developed a video awareness media plan across Disney+, Premium CTV, TikTok, Online Video, and YouTube. This campaign ran for eight weeks to generate demand and fill the purchase funnel.
As a result of this video campaign, the company amplified their brand awareness and sales, achieving 14.4 million impressions and a total reach of 12.1 million at a $15.33 average cost per impression (CPM).
