Performance PR Product Launch with a Revenue Kick
Background:
A high-end accessory brand and longtime DMi client approached our affiliate team to help introduce a new product line. The US-based company is known for its pioneering manufacturing and elite standards of style, with a strong branding legacy DMi needed to respect in developing a strategy.
The Goal
The brand sought to leverage the agency’s content partnerships to drive awareness and top-line engagement for its new product line. Because the content was top-of-funnel, the brand did not expect direct revenue from the campaign. DMi quickly established a secondary goal of saving the brand money, since their team was getting higher quotes from content partners than we knew that we could secure.
The Plan
DMi identified opportunities to secure sponsored content via affiliate for less cost than the brand was paying to secure these buys directly with publishers. We recommended CNN Underscored specifically because we recognized an alignment between their audience and the brand’s niche product assortment and high price point (>$500 per SKU). We also ran a gap analysis to determine that, of all content partners, CNN Underscored has a higher average conversion rate than most. In delivering recommendations for the brand for campaign types and content partners, DMi shared competitive analysis and ran keyword/SEO audits to identify sponsored campaigns as a content type that aligned with the brand’s goals.
Once we aligned on cost and a publication plan with CNN Underscored, we worked with the brand to select a few SKUs that fit the campaign. We decided that this exposure and audience aligned well with the new product line, whose historical and musical elements hold appeal for the brand’s key consumer base and offer unique, content-friendly themes to engage new users.
The Results
Incremental direct site visits and sales that far surpassed campaign goals. In addition to:
2x
The pageviews of CNN’s average campaigns
366%
Year-over-year lift in sponsored content placements at the same budget
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