Entertainment Case Study: Fitness Competition Reality TV Show

BOOSTING AWARENESS FOR NEW NETWORK TV SHOW BY REACHING IDEAL VIEWERS

OBJECTIVE

A major television network wanted to promote awareness of their new fitness competition reality show.

STRATEGY

Starting with ideal articles, our proprietary platform found additional pages to reach people likely to tune-in to reality TV and shows about health/fitness transformations.

Our strategy team created custom Content Targets that included:

1. Celebrity Fitness Fans

2. Fitness & Competition Shows

3. Weight Loss Programs

4. Strength Training and

5. TV Guides

Throughout the campaign, we learned which content resonated best with likely viewers.

RESULTS

Through our rapid test-and-learn approach, we found that people reading TV guide content drove a 0.5% CTR; 5X higher than content about the network’s competing weight-loss reality show. We exceeded client expectations by achieving 75% viewability, 77% VCR, and 0.29% CTR.

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