Capitalizing on Shark Tank appearance
Following their biggest TV debut to date, this company wanted to capitalize on their Shark Tank appearance and get an additional lift in exposure. The client saw a 350% increase in website traffic YoY, and a 200% increase in orders just days after the episode aired.
average Facebook CTR
website traffic increase YoY
increase in orders YoY
About the client
The founder and the inventor of the music pillow that helps you fall asleep got to pitch his business on ABC’s Shark Tank. Even after they didn’t get a deal from the Sharks, the brand saw a huge increase in branded searches and direct traffic to the website.
We’ve been tasked with the challenge of capitalizing on a unique and incredible opportunity for our client – leveraging their recent Shark Tank debut to drive additional brand lift, awareness, and sales.
The client had a sense of urgency for the project. Plus, it has been very exciting to leverage the new social proof of a major TV appearance.
To maximize our reach for Facebook, the team crafted two unique target audiences to test against each other through existing customer lists and website traffic data while leveraging interests in Shark Tank and/or sleep.
Simultaneously on Google Ads, we aimed to take advantage of increased search volumes sparked by a recent TV appearance with careful brand-protection tactics as well as non-branded targeting representing various stages of conversion funneling – all designed toward those seeking related products or remedies that could benefit from the technology.
Leverage a TV appearance to build credibility and interest
Test potential audiences to gain insight into demand
Gather data that can be later used for retargeting and lookalike audiences
Our use of lookalike audiences enabled us to target similar users who had already responded positively towards the product from TV appearances, allowing for efficient scaling.
As a result, our reach increased greatly and we saw an uplift in both awareness and demand across markets.