Spreading an Eco-Friendly Message for a Multinational Brand
Changing Brand Perception With Programmatic
Zeno Group was looking to help raise consumer perception of Scotts Miracle-Gro, which historically wasn’t perceived as an environmentally-friendly product. They ran video and connected TV (CTV) ads aimed to drive awareness of Scotts’ new campaign, “GroMoreGood.” Their campaign drove over 7.6M impressions, and a brand lift study revealed that the ads drove measurable impact.
Solutions Used
Delivering Brand Messaging via Video and Connected TV Ads
To achieve the goals of their campaign, Zeno Group leveraged video and CTV to drive an impactful message with six and 45-second long videos. Here are some of the other strategies they used:
Creatives
A/B tested various video formats and creatives and optimized campaigns based on best-performing creatives.
Bid Factors
Used in-platform insights to determine top performing time of day for ads and allocated more budget during those periods.
Supply Sources and Domains
Leveraged reporting insights to assess domain and supply-source performance in order to capitalize on top performance.
Brand Lift Study Helps Confirm Change in Brand Perception
Through one of StackAdapt’s 3rd-party attribution partners, Comscore, Zeno Group ran a brand lift study to assess effectiveness of their StackAdapt ads and determine impact on consumer perception of Scotts’ brand. Through their brand lift study, Zeno Group was able to confirm that their campaign significantly impacted consumers’ view on Scotts Miracle-Gro by as much as 25.6 points compared to pre-launch.
VCR
79%
CTR
0.21%
eCPCV
$0.03
eCPM
$19.46
Jorge Cordova
VP of Media
Zeno Group
