Strategic Upper-Funnel Diversification Sparks Growth for a Coast-to-Coast Portrait Studio
Strategy
Vendor Negotiations
Negotiated with DSP partner to custom-design DOOH, CTV, and dynamic display ad units for the brand, securing an estimated $16.4K in design value add at no additional cost to brand.
Channel Diversification
Diversified awareness based channels to extend offline reach and increase conversions through higher brand demand.
Leveraging AI
Leveraged AI-powered tactics such as ASC+ to fine-tune targeting and maximize reach with greater efficiency.
Multi-Channel Approach
CTV
Launched zip-code-targeted Holiday CTV ads across smart TVs and set-top boxes via Run of Network, with WarnerBros Streaming (HBO, HGTV, Discovery) delivering the highest conversions and spend.
DOOH
Executed a geo-targeted mall strategy across brand locations, running creative on digital kiosks during business hours with embedded QR codes for seamless customer engagement.
Paid Social
Leveraged UGC as the cornerstone of the paid social strategy, capitalizing on the growing efficiency and authenticity of creator-led content to drive stronger engagement and lower acquisition costs.
Native
Native continued to lead as the top-performing programmatic ad type, reinforcing its role as a key driver of results. I strategically launched this format to capitalize on its consistent and proven performance.
Display
Engaged users who fully viewed CTV ads with follow-up messaging across additional touchpoints to deepen brand impact.
Results
+59%
Increase in attributed paid social scheduled sessions
-47%
Year-over-year Cost per Thousand Impressions (CPM) for Connected TV (CTV)
3.75 Million
Estimated mall billboard impressions across U.S. locations where the brand had in-store presence
+6%
Year-over-year total business scheduled session growth