Highlights

700,000+ web visits driven by TV

16,000+ TV-attributable orders

7-10X return on ad spend

Praise

“Marketing Architects has helped us share Joybird’s wide range of unique and customizable products with new audiences while proving television can drive performance for the business.”

—Kimberly Gonzales, Joybird Director of Brand and CRM

Objective

Build customer base beyond digital.

Joybird historically focused marketing efforts on social and digital. But after establishing a loyal customer base, they were ready to expand offline.

Strategy

Support key sales seasons and connect with as many potential customers as possible. To achieve this goal, Joybird launched two campaigns across linear and streaming TV.

The first used existing creative to help drive sales during the busy holiday season. The second developed creative from the ground up, from strategizing messaging to pretesting creative concepts to production. This commercial supported peak seasonality at the start of the year.

With the help of our media-buying AI, Annika, we drafted a plan that resulted in only 4% overlap between linear and streaming audiences, maximizing Joybird’s reach.

Results

Joybird outperformed ROAS goals while introducing its brand to new audiences.

To understand TV’s full impact on Joybird’s business, it was important to isolate TV’s direct impacts while recognizing the halo effect TV had on other channels, including digital. We prioritized driving traffic to Joybird.com, but we also wanted to increase brand awareness, preference and intent.

Still, it all came down to achieving a 4X return on ad spend. Within weeks of the launch, TV’s impact was clearly visible. And within a year, Joybird reached a ROAS of 7-10 across both linear and CTV, more than double the original goal.

Media

Featured on top networks:

• A&E
• Freeform
• ESPN
• Bravo
• Hallmark

With top linear and streaming placements:

• SportsCenter
• CNN Tonight
• The Big Bang Theory
• UFC Fight Night
• The Tonight Show with Jimmy Fallon