Tena uses TVTY’s TV Sync to amplify their marketing message & drive engagement
THE PROBLEMTena wanted to harness opportunities that would generate awareness of their product as well as engagement with their online ad. Their goal was to amplify a digital marketing message whilst appealing to an alternative target audience during moments of heightened interest. To achieve this goal, Tena aimed to identify competitors and deliver relevant display messages online during the airing of their commercials.
The reasoning behind this strategy was to harness a competitor’s media spend, and create a more effective engagement with relevant consumers whilst also competing against similar brands. Tena would efficiently create a smooth and appropriate customer journey by connecting Tena’s online display campaign to the competitor’s TV commercial. This marketing strategy roadblocks competitor online activity during influential TV moments that appeal to a desired audience and leads the second screen user to Tena’s new product.
TVTY, The Moment Marketing Company monitored all Tena competitors within UAE and KSA across 12 different channels