The Goal
Reach the right consumers to build awareness for a new product launch in select markets by leveraging proprietary first-party audience data from hip-hop artist.
The Activation
Using Key’s FRM, the alcohol brand was able to eliminate ad spend waste & grow awareness for the new product by activating the talent’s first-party data to reach a highly qualified audience programmatically (outside the walled gardens).
The Results
- Campaign delivered in full against 1P powered seed audience.
- Brand successfully built awareness in key markets against relevant consumers.
- Using Key, the artist captured a portion of total ad revenue via media activation against his audience (new revenue stream).
Campaign Performance
-
Click Through Rate
.22%CTR
+.11% Above Industry Benchmark
-
Video Completion Rate
77%VCR
+7% Above Industry Average
-
Viewability
72%
+14% Above Industry Benchmark
-
Campaign Details
3
Unique Talent Email Lists Uploaded, Aligning with Geographic Events