MadHive, the enterprise software company that powers modern media, today announced its recent shoppable Connected TV (CTV) campaign with CBD skincare brand Cannaluxe (formerly Cannuka Luxe) drove more than 150K shoppers to NeimanMarcus.com.
The overall campaign generated 10 million impressions across premium publishers including Fox, ESPN, FX, AMC, and Bravo, The CW, Food Network, Bravo, and HGTV. The creative included advanced QR code technology from Flowcode, which had a 96% video completion rate (VCR) and a 4% click through rate (CTR) — nearly 400% higher than the average CTR on Facebook.
MadHive leveraged its purpose-built Audience Forecaster tool to optimize household ad exposure and target households local to the twenty one Neiman Marcus stores carrying Luxe. For the campaign, MadHive also partnered with Fyllo, leveraging its privacy-compliant cannabis and CBD purchase data to enrich MadHive’s local geo-targeting with unique, high-value attributes. In addition to ecommerce shopping sessions, this approach drove an influx of foot traffic at locations in California, Florida, New York, and Texas.
The campaign also leveraged MadHive’s real-time optimization capabilities on CTV, allowing Cannaluxe to double down in high-performing markets like Texas, which drove 3.4x sales than other DMAs. The Texas market accounted for 51% of all sales overall.
“CTV enables brands to leverage the targeting capabilities of digital with the high impact TV environment,” said Adam Helfgott, CEO at MadHive, whose infrastructure-as-a-service offering powers omnichannel efforts for major broadcasters, brands and agencies. “And at a time when 70% of consumers use smartphones while watching TV, QR code-enabled creative can turn CTV into a full-funnel marketing tool for advertisers.”
With more than 40M U.S. households already cutting the cord, a new generation of DTC brands are shifting ad dollars to CTV, where they can reach incremental audiences with the same real-time targeting, measurement and attribution capabilities as social and search. CTV is also proving to be a home for emerging brands and industries like Cannabis, which are typically prohibited from advertising on social platforms like Facebook, Twitter and YouTube.
“As social saturation sets in, DTC brands are migrating to emerging channels to not only find new customers, but understand and prove out ROI,” said Brad Tipper, Brand Founder at Cannaluxe. “This campaign shows the capabilities of CTV, successfully allowing us to drive new customer awareness, acquisition and sales."