CASE STUDY 2

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How can we enable mass media to overcome the lack of achievable scale in digital, while still maintaining tight CAC constraints?

SITUATION

Following a first-mover advantage in several large states and a steady stream of efficient leads generated predominantly through social and search, our client hit a point of diminishing return. With an emerging competitor, it became imperative to scale investment in media. A still-limited geographic footprint due to the state by state regulatory environment meant our client was not yet able to take advantage of the substantial efficiencies associated with a national media investment. Seeking to build rapid market share while also managing to a tight CAC parameter, the client retained Eden to navigate through a range of strategic alternatives, including channel strategy, investment size, media forecasting, and measurement. 

STRATEGY 

  • As DMAs did not align neatly with state lines and media costs varied widely by market, we began identifying markets with a high concentration of our target as well as a “spill” analysis to understand the economics of supporting DMAs whose audience “spills” into states not currently in our client’s footprint 

  • Launched an initial 12-week local broadcast TV pilot to gauge efficacy of the channel in disparate markets while managing to tight CAC parameters 

  • In order to mitigate costs associated with excessive spill, we developed a surgical CTV strategy to extend reach to our pockets of audience outside the linear coverage zones, such as Southern NJ which falls within the Philadelphia DMA (NJ but not PA are part of the current client footprint) 

  • Planned and launched a local radio strategy focused on news/talk properties to add support in established markets and build familiarity with the brand 

  • Flighted media based on peak interest opportunities allowing for expanded coverage and building brand awareness while maintaining CAC 

  • Overlayed CRM data with 3rd-party demographic attributes to identify the attributes of high-value customers, enabling us to better focus our limited investment on the highest potential audience 

RESULTS 

  • Since our single DMA launch in January 2021, we have expanded into 10 DMAs, each with a distinct market-specific media mix 

  • We have calculated the economics of a national media strategy and laid out the parameters for when the client’s footprint makes national media an efficient option