Legacy consumer electronics brand RCA identified a market opportunity in gaming monitors. Their goal was to use this opportunity to test a direct-to-consumer ecommerce go-to-market motion. With just a few months before the critical Black Friday / Cyber Monday / Holidays sales period, the team was charged with executing consumer research, audience segmentation, developing a brand extension for the new product, building an ecommerce platform, and creating a go-to-market media plan for the brand. 

Research revealed that younger consumers had little to no awareness or established perceptions of the RCA brand. Leveraging the core strengths of paid, owned and earned media, we developed a campaign that lead with influencer marketing and media relations in the weeks leading up to Black Friday, leaning on the source credibility of third parties to establish credibility with consumers. The resulting coverage was then amplified through surgically targeted programmatic advertising in both pre-roll video and banner campaigns.  

With a brand-new product and brand, there is no historical information to rely on to establish expectations or budgets. The media team used competitive research tools to understand the category, identify the primary competitors, and track their ad spend down to the product level, including creative examples. This gave the team a good point of reference for budgeting. 

Additionally, we used regression analysis to model or forecast how traffic was likely to convert on the website. Again, without historic information, we had to research industry benchmarks and averages to work from, but were able to establish forecasted expectations around ROAS and ROI prior to placing media.

No first-party data or purchase history information was available, but we were able to leverage third-party data to reach very specific targets based on their browsing behaviors, purchase intent, social profiles, geography, demographics, and more, minimizing waste and resulting in high-quality qualified traffic to the site.