Within the second week of the spots’ airing (along with concurrent digital messaging), Hello noticed a 66% uplift in sales regionally in Minneapolis and a doubling of sales in other regions.
Even though the brand doubled its awareness in all advertised markets, Botello said it can be a challenge to attribute what you’re spending on digital with actual sales in-market.
Using TubeMogul’s BrandSights surveying tool, Hello was able to measure exposed vs. controlled audiences, and gauge that the video campaign increased consideration by 14% with reported product usage climbing 38%.
Hello Products works only with US manufacturers and refrains from animal testing, so a big psychographic target is “people who care about products made with good ingredients that are better for the world and which have a little bit of soul,” Botello said.
Demographics are important too, since Hello wants to reach millennial moms, who have green tendencies.
“What’s neat about programmatic targeting is we can really focus in on our millennial mom target and layer in people who are in-market for toothpaste and who have shopped at Target,” Botello said. “We’ve been able to zero in on a mindset, demographic and even a shopping profile because of programmatic.”
Marketers have the option to weave in data segments from Datalogix, Nielsen National Buyer Insights and Nielsen Local Buyer Reach directly from TubeMogul's console, according to its CMO Keith Eadie. Hello had a very specific target in mind for this particular campaign, so it didn't invest in third-party data segments as other retailers typically do.
“The big thing we’re evolving into is incorporating more mobile in the plan,” Botello said. “In the last month and a half, we started moving [desktop] video advertising over to mobile. We’ve seen 8% click-through and 88% completion, so there are just enormous numbers proving people are engaging through mobile.”
Botello cut her teeth at classic CPGs like P&G and Almay Cosmetics.
She said it’s hard for an upstart in a saturated space to amass enough buying power for TV, making programmatic TV and video a way it can level the playing field on inventory, pricing and “frankly, speed, which we wouldn’t have without technology.”
She also sees more opportunities to digitize in-store promotional dollars through social or ecommerce activations with retail partners. Hello Products, for instance, had a branded search campaign with Target to surface a Hello ad and redirect to a brand page when a consumer searches for “toothpaste” on Target.com.
“It’s a great example of how shopper dollars are still spent with Target (and Target.com),” Botello said, “but we’re just spending them in a little bit of a different way based on how their business model is evolving."