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. We used a combination of NPD data and Claritas target information to identify specific markets with the highest opportunity. Our plan: 1. 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. 2. Deployed highly consumed and viewable video channels to develop brand awareness and digital touchpoints through Hulu, Native Video, and TrueView In-Stream and Bumper ads. 3. Drove brand awareness within contextually relevant podcasts that aligned with the target’s listening preferences via pre-, mid-, and post-roll audio spots. 4. Incorporated in-feed social prospecting as an always-on tactic to deliver a variety of lifestyle-focused creative assets to the target. 5. 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. Overall, we delivered 43.6 million impressions across San Francisco, Dallas, Los Angeles, Chicago and Denver. With a final CPM of $12.52 and an engagement level of 1.76 percent (click-through rate), we drove 360,000 users to the LifeProof site to support overall sales goals.

Contributors:

Creative:	Otter Products Creative Team
Media Agency:	Vladimir Jones
Media Director, Strategy:	Sara Lennon
Senior Media Planner:	Jonathan Neugebauer
Director of Digital Strategy:	Jön White
Digital Strategist:	Andrew Dvorscak
Director of Account Services:	Cody Gore

VLADIMIR JONES

Location: United States