Driving sales during college basketball’s biggest month.

Challenge

Win with sports fans during an action-packed month

A major TV brand wanted to inspire sports fans to upgrade their home entertainment—not during pro football’s Big Game, but during another can’t-miss sports moment.

Although we recommend pre-Big Game advertising to any of our partners that want to reach sports fans, this TV brand is focused on activating multiple sports campaigns throughout the year. A key part of that strategy is another major milestone: the men’s and women’s college basketball tournament.

To generate more incremental impact during the 2024 tournament, we focused on the right media mix to turn the action on the court into online sales.

Solution

Leverage a collection of tactics to deliver on dual goals

To nurture prospects at multiple points of the sales funnel, our team designed a multi-channel strategy to drive both consideration and conversion.

• Offsite Excitement: Target TV intenders with basketball-themed creative through a mix of paid social and offsite display. To create a sense of urgency, we leveraged a savings message along with succinct product detail copy.
• Onsite Sales: Ads on BestBuy.com featured more striking TV imagery, doubled down on the savings message and offered a clear CTA to visit the product portfolio page.
• First Round to Finals: We launched the three-week campaign in mid-March just as the action kicked off, sustaining momentum through the championship game.

Activation

Boost consideration and conversion for game-changing results

By creating a sense of urgency around savings, our client’s campaign thrived on both ends of the court.

On the awareness end, offsite tactics achieved the goal of fueling consideration with shoppers during the tournament timeframe, generating over 70% of the campaign’s clicks with a healthy CTR of 0.21%.

On the conversion side, ads drove an overall ROAS of $58.96 (in-line with benchmarks), leading to $19.8 million in incremental return on investment (iROI).

By aligning their campaign with college basketball’s biggest event, we helped our brand partner capture the attention of highly engaged sports fans. The success of this activation is a shining example for any advertiser who wants to engage with audiences during major sports moments. With the right media mix and messaging, events that attract fans can yield winning results all year long.