Marketsmith began working with Lovesac, a cutting-edge, innovative and inspirational direct-to-consumer furniture brand targeted to Millennials with retail outlets as well, we were immediately tasked with some big goals—we needed to generate mass awareness during key sales periods and increase national reach from 11 markets in Q1 to rolling out a national campaign in Q3, while demonstrating increased ROI at every step.
Marketsmith leveraged its own proprietary, advanced analytics AI platform, Marketsmith. IQ, to create the 2018 media strategy, building a media mix model using two years of sales and media data so that we could pinpoint the optimal media mix.
We then executed an omni-channel campaign consisting of both awareness and conversion tactics, using National Cable TV to drive mass awareness and digital media tactics to increase frequency and drive our consumers to purchase.
The national campaign has been a huge success, exceeding our goal by +30 points and almost doubling the return for the business. Our omnichannel strategy drove awareness in markets with no physical Lovesac store and resulted in drastic increases in search activity, a +67% increase in search revenue YOY site traffic and e-commerce sales while decreasing CPC and increasing CTR.