Crave & Lamb were briefed to formulate a TV Marketing strategy with a DR focus, working towards a Cost Per Lead goal and also encouraging as many of the leads as possible to convert into monthly subscriptions. We were aware that crediting a lead back to all broadcast activity would be a challenge, particularly with Fabletic’s own digital acquisition channels simultaneously coming into play.
Based on extensive analysis of the online women’s retail sector Mosaic clusters, Crave & Lamb formulated a media plan which included channels that profiled well within a target audience of Women age 17 – 31 against a DR day-time hours of 9.30am – 5.30pm. With the challenge of Fabletics being a relatively unknown brand in the UK, there was also an element of branding to incorporate and therefore key channels were traded against an all-time day-part.
By employing industry leading cross channel media analysis tools, we were able to match up our TV spot schedule with web response data (visits, leads and sales) and formulate a bespoke attribution model which takes into account the following variables to name a few: baseline lead generation, channel size, impact over and under delivery, frequency, CPT and propensity of conversion against buying audience. We used a short attribution window and ensured that the baseline was dynamic taking into account seasonal, weekly and time of day fluctuations to organic and existing lead generation. With a data-focused approach that is typically seen on a digital campaign, we were able to closely monitor and identify the likelihood of certain spots to generate a converting customer as well as isolate any underlying traffic; this enabled us to quantify the response of TV and subsequently optimise towards an on-target CPL.
Under CPA Target
Over New Customer Target
Creative Testing Improvement
What our client said
“We have been really pleased the performance of our TV campaigns with Crave & Lamb. Their data-led approach has really helped us understand what elements of our campaigns are working best and this has helped us scale and grow. Thanks again for being such great partners”