Background:
Stanfield’s was looking to execute an “America’s Got Talent“ style of contest, called “Exposed.” The campaign included an integrated broadcast and digital media buy on the Comedy Network (and partners like Much Music) with the contest winner getting a pilot show on the channel.
Active Innovation:
- Leveraging Active’s media trading partners allowed Stanfield’s to receive a 15% media trade credit as well as more than double the value for their campaign cash investment.
- For only $350K cash, Stanfield’s received over $650K in campaign and production value, plus bonus ads, impressions, and social media amplification and editorial content at no extra cost.
Achieving More:
The Exposed campaign over-delivered against targets and ROI:
- Contest entries increased by 60%
- Time spent on the promotional site tripled in length
- Targeting goals were met (75% of entries were male).
