Wild Secrets · Retail
A 4.5x Return on Television, Beating Paid Search
Placement negotiated in a restricted category, spots mapped to transactions, a one-off test turned into an always-on channel.
- Client
- Wild Secrets
- Industry
- Retail
- Engagement
- Streaming TV, Media Planning & Buying
Return on ad spend on online sales, across BVOD and AVOD networks.
Share of customers acquired through the campaign who were new to the brand.
Total national reach across the networks that cleared the category.
The situation
Wild Secrets is one of Australia's largest adult retailers, and the platforms carrying most of its acquisition would only take so much of its advertising. Costs on search and social kept climbing against a ceiling. Television was the logical next step, but it was hard to make the case internally, because nobody in the business had seen a television campaign that could prove it made a sale.
What we did
- 1
Negotiated the placements network by network
Restricted categories need clearance from each network individually. We built the plan from the inventory that would accept the brand, across premium BVOD and AVOD.
- 2
Built the proof before we built the schedule
AdMatch™ mapped every spot against online transactions in a dashboard the team could open themselves and take to their own stakeholders.
- 3
Scaled only once the numbers held
The first flight was a test with a budget to match. It became an always-on channel once the return justified it.
The result
Streaming returned 4.5x on online sales, reached 2.5 million people nationally, and brought in more than half of its customers new to the brand. It outperformed the search account that had been carrying acquisition for years.
Streaming TV is now a permanent part of Wild Secrets' plan.
“From a ROAS perspective, of all volume channels we use, CTV is the best performing. We're getting 30–40 percent better returns than AdWords.”