Omni-video glow: driving incremental reach for e.l.f. Cosmetics
Learn how we leveraged our Advanced TV solutions to deliver a data-led, full-funnel video strategy that reached under-exposed audiences and outmanoeuvred key competitors
Omni-video glow: driving incremental reach for e.l.f. Cosmetics
Learn how we leveraged our Advanced TV solutions to deliver a data-led, full-funnel video strategy that reached under-exposed audiences and outmanoeuvred key competitors
Industry
CPGMarket
UKService
Advanced TVNot your average opportunity
e.l.f. Cosmetics wanted to compliment their linear TV strategy with YouTube, Connected TV and OLV activity to their target audience. MiQ partnered with e.l.f. Cosmetics, through their agency Wavemaker, to deliver an innovative, omni-video campaign that successfully reached new audiences whilst conquesting areas where leading competitors controlled category SOV.
Not your average solutions
MiQ’s Advanced TV was key to achieving e.l.f. Cosmetics' objectives.
Audience data
Using our audience data solution, we created precise segments based on demographics, attitudes, and behavioural insights through a postcode-scoring system, making sure the ads were served to the right people with contextual relevance.
ACR technology
The innovative use of ACR technology meant that we could identify and target the UK postcodes least exposed to e.l.f. TV ads whilst also learning where major competitors controlled category SOV
Contextual relevance
To ensure contextual relevance to these audiences, we leveraged MiQ’s unique YouTube Channel Recommender to identify the most relevant channels and videos.
Full-funnel impact
We also linked our International/UK activity via pixel data to uncover the full funnel effect and the impact (UK) branding activity had on (International) performance.
Omni-video delivery
We activated across CTV, YouTube, and OLV to reach audiences in the UK targeting on platforms they frequent, with content they consume.
Not your average outcomes
- 4.86% incremental reach delivered on YouTube, Connected TV and OLV delivered across audiences that we were not exposed to linear TV.
- 27% uplift in CVR for overlapped users across our Awareness and Performance campaigns
In a fragmented media landscape where our audience is consuming video content across multiple environments, we knew we had to work with a partner who could provide a holistic approach using data-led targeting to not only reach this hard-to-reach audience, but make an impact with them.
MiQ is a trusted partner of ours and through their tech and data partnerships, they were able to activate a connected video approach across CTV/YouTube and OLV. They were able to not only drive incremental reach to linear TV activity, but also a massive 27% conversion uplift. In addition to our amazing results, what’s great is that, through this work, we can showcase to e.l.f. That running multiple channel activations delivers better bottom line outcomes.
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