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.
CHANNELS: Paid Search, Paid Social
average Facebook CTR
website traffic increase YoY
increase in orders YoY
About the Client
The American Hospital Association (AHA) is the national organization that represents and serves all types of hospitals and health care systems. The Leadership Summit features senior health care executives and thought leaders in the field presenting high-level, transformational strategies and innovative approaches for delivering better care and greater value.
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.
By pinpointing high-volume keywords with lots of opportunities, we were able to quickly deliver results. By consistently staying on top of the performance and optimizing the campaigns aggressively based on the data we were receiving, we were able to decrease the cost per registration and maximize the budget, resulting in impressive KPIs.
Leverage a TV Appearance to build credibility and interest
Test potential audiences to gain insight into demand
Gather data that can be later used to retargeting and lookalike audiences
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