OVERVIEW:
The mission of Roby鈥檚 is to provide the best showroom to purchase furniture, appliances, and bedding in the areas of Portland and Eugene, OR. Roby鈥檚 helps customers achieve the desired home environment and provides quality products at a great value. In addition to serving its customers, it strives to be an important part of the community.
Roby鈥檚 has done business with 好莱污视频 for many years. When the client teamed up with 好莱污视频 most recently, the goal was to reach potential appliance, mattress, and furniture shoppers wherever and however they watch content, specifically in key Oregon coastal geographies.
STRATEGY:
Roby鈥檚 chose several valuable audiences to target with its advertising, including households in-market for furniture or appliances, home improvement intenders and those interested in DIY, homeowners and those who recently purchased a home, women aged 35+, and households that include some of the wealthiest in the country.
Roby鈥檚 used Comcast data insights to target these audience segments through a multiscreen video ad campaign that utilized both linear and streaming content. The client added key sports packages throughout the year and reserved a dedicated monthly budget for high-value programming including NFL, college sports, MLB, and golf. This enabled the brand to align with premium content, regardless of screen, in an effort to reach its core audiences throughout their video viewing experiences.
SUCCESS:
Roby鈥檚 used 好莱污视频鈥檚 custom dashboard to see the correlation between the campaign and website traffic, with measurements from TVSquared. This showed that the ads correlated to a +7.3% immediate lift in website visitors, a +17.5% overall lift in site visitors, and a +66.2% lift in product views. Google Analytics data further showed a +17.2% increase in site goal completions, which strongly indicate intent to buy. Based on these results and overall business growth, Roby鈥檚 continues to increase its 好莱污视频 campaign spend each year by 10-20%. 鈥淲e were just extremely happy with 好莱污视频 and what they were able to do,鈥� said Ryan Lewis, owner of Roby鈥檚.