Case study

Tena uses TVTY’s TV Sync to amplify their marketing message & drive engagement

THE RESULTS

x 2

increase in CTR

THE PROBLEM

Tena 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

THE SOLUTION

TV ads synchronization Whenever a competitor’s TV commercial aired, TVTY triggered Tena’s online display campaign to deliver a marketing message in real-time. Using TVTY’s TV monitoring capabilities Tena was able to counteract their competitor’s TV plan with online display and engage with their audience during TV moments.

THE RESULTS

Tena’s TV sync strategy was successful in delivering over 6 million impressions and doubling their CTR expectations.

“TV Sync tool has enabled us to better target our consumers, grabbing their attention on the right device & at the right time, In a David vs. Goliath market situation, we needed the right media channel to get our message across in a cost effective way. Results were very encouraging as the resulting CTR outperformed every other platform we partnered with, We will surely be reaching out to TVTY team for future activations.” Youssef El Majdoub – Marketing Manager MEA, SCA Hygiene

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