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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

David's Bridal and January Digital's Agile CTV Strategy Wins Over Bridal Amidst the Pandemic

Finalist in Localization, Real Time Media Buy

Entered in Real Time Response, Emerging Platform, Video

Objective

With 70 years of experience dressing customers for all of life's special occasions, David's Bridal (DBI) is built on the idea that everyone deserves to have the attire and experience of their dreams regardless of style preference, shape, size, or budget. DBI is dedicated to helping each customer through intuitive online planning tools, knowledgeable stylists, and expert tailors who guide them through the entire purchasing journey. With more than 300 stores located across the US, Canada, UK, and franchise locations in Mexico, DBI offers the convenience of one-stop shopping for the entire wedding party and beyond.

Historically in-store appointments convert to a purchase over 70% of the time, the primary goal was to continue to drive in-store appointments (and push for virtual appointments where necessary), while not driving up ad spend.  Our strategy was to communicate the right message to the right people. Utilizing geo-targeting to establish the most lucrative connection between the target audience receiving the messaging and an overall lift potential at the stores. Not only did this lend itself to a boost in revenue, but through qualified reach, it mitigated wasted spend.

Strategy

Firmly anchored in the market, David’s Bridal is known for style-forward bridal and social occasion brands and silhouettes for any budget with a strong brick-and-mortar presence nationwide. As COVID-19 altered the world overnight, the wedding industry quickly pivoted to respond to weddings put on hold, pushed out to next year, or shifted to small backyard/zoom affairs.  

While brides were rushing to adapt, David’s Bridal & January Digital (JD) needed to quickly deliver a new message. With prospective customers exponentially shifting their content consumption to streaming shows, we saw an opportunity to use Connected TV (CTV) as a dynamic vehicle to tackle this challenge. JD and DBI delivered both in-store and virtual appointment messaging to support brides’ shopping experience at home or safely in-store. 

JD created an audience-first CTV strategy to showcase DBI’s core brand messaging and drive foot traffic. Through geo-targeting locations accepting appointments coupled with consumer insight, JD determined the appropriate target set and served either in-store or virtual appointment messaging. This strategy fostered a positive brand sentiment as consumers received messaging that aligned with how they were most comfortable and able to shop amidst fluctuating COVID conditions and restrictions. 

By tying CTV viewership to conversion, JD determined that the CTV campaign drove over 340 appointments in a mere month for DBI

Results

January Digital was able to develop a socially relevant video strategy to meet David’s Bridal’s business goals and successfully overcome the challenge of the psychological state of customers and serving them a version of the video that best matched their point of view: safe shopping in-person for those who were lower risk and virtual appointments for high-risk customers.  This strategy fostered a positive brand sentiment as consumers received messages that aligned with their current COVID viewpoint. Not only did it lend itself to a boost in revenue, but through qualified reach it mitigated wasted spend.

Key results of the CTV campaign include:

-   Using TTD’s universal identifier, we determined that the CTV commercials influenced 17K of the site visits and over 340 appointments in one month during the flight of the campaign.

-   Our CTV campaign outperformed benchmarks of $0.05 CPCV by 60%.

-   We effectively reached 291.7K unique households

Media

Produced by

January Digital, David's Bridal

Links

Entry Credits

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