Hisense Tunes In To Big Impressions

Smart Media Investments To Sell Smart TV’s

The global marketing consultancy firm Intermarketing Agency (now Ima Home) came to Dirigo Collective to help better understand the complex media landscape and execute cross-channel media campaigns for several of their brands, the most recent being the global electronics brand Hisense.

Ima engaged DC Media with a clear sense of who they were trying to reach, and asked us to work across channels to make an impact on a regional and national scale. We reviewed broadcast television, cable, radio, digital, social, and print across major national publishers with the team, and while ultimately not executing across all of them, this work helped to frame up a more strategic digital approach across many of the same publications.

Hisense Television’s first national campaign came with a limited budget, creating a greater need for the response planning to be more surgical than a typical broad awareness campaign. We reviewed competitor media investment patterns throughout the year, plotting this against online viewer attention data, and identifying areas of opportunity with lighter competitive presence to maximize on every dollar spent.

In order to further stretch their media dollars across Connected Television (CTV/OTT), we took the provided demographic targeting and helped them understand their audience in even greater detail, by using a mix social behavior, site-search, and in-market shopper data. This ensured our media was reaching the right people at the right time, and by eliminating underperforming audiences, we were able to scale their media to reach into additional markets with lower awareness and higher buying propensity.

Why It Matters

  • The campaign over-delivered by more than 1M impressions
  • VCR beat averages in key markets
  • CTR performed 2%+ with DTP display where publishers standard CTR was 0.21%
  • Placing around low noise weeks allowed us to secure more efficient CPMs.
  • Based on an online brand study we were able to increase brand favorability and preference against competitors which include brands like Samsung who grossly outspent us.