Capitalizing on Shark Tank Appearance
Challenge
We’ve been tasked with the challenge of capitalizing on a unique and incredible opportunity for our client – leveraging their recent Shark Tank debut to drive additional brand lift, awareness, and sales. The client had a sense of urgency for the project. Plus, it has been very exciting to leverage the new social proof of a major TV appearance.
Solution
To maximize our reach for Facebook, the team crafted two unique target audiences to test against each other through existing customer lists and website traffic data while leveraging interests in Shark Tank and/or sleep. Simultaneously on Google Ads, we aimed to take advantage of increased search volumes sparked by a recent TV appearance with careful brand-protection tactics as well as non-branded targeting representing various stages of conversion funneling – all designed toward those seeking related products or remedies that could benefit from the technology.
Results
Our use of lookalike audiences enabled us to target similar users who had already responded positively towards the product from TV appearances, allowing for efficient scaling. As a result, our reach increased greatly and we saw an uplift in both awareness and demand across markets.
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