Case Study
Troy-Bilt 38% conversion rate with CTV voice-to-action creative
Date: April 2023 Location: US
WINNER: 2024 Best Interactive Content Piece, Digiday Content Marketing Awards
NEXXEN PRODUCTS USED: Nexxen Studio and Nexxen DSP
Troy-Bilt, a leading manufacturer of outdoor power and lawn care equipment, aimed to attract a consumer audience beyond their regular prosumer and professional customers with an innovative CTV campaign promoting their Low, Slow, & Mow campaign.
To ensure their creative was fully optimized to engage these consumers before activating through our DSP, Troy-Bilt collaborated with Nexxen Studio and Say It Now to create a bespoke CTV audio experience that enabled viewers to engage with Amazon Echo (Alexa) and drive measurable results.
Campaign Background
For time-strapped homeowners, finding time for yard work and dinner can be challenging. As a means to connect and engage with this audience, Troy-Bilt's Low, Slow, & Mow campaign addresses these challenges by offering quality meal ideas and recipes that allow homeowners to complete yardwork simultaneously.
The Task
Optimize Troy-Bilt's Low, Slow, & Mow CTV creative to uniquely engage consumers and encourage them to discover the recipes.
The Solution
Nexxen Studio
CTV Creative Optimization
To create a lean-in and actionable CTV ad experience, inclusive of digital, Nexxen Studio collaborated with Say it Now to optimize Troy-Bilt’s creative to directly sync with Amazon Echo.
How it worked:
Using a branded overlay with a clear CTA, users activated their smart speakers by saying, ‘Alexa, open Low, Slow, & Mow.’
Alexa then sent the user a landing page link to their phone to access the recipes
From voice-to-action engagements to digital action, the campaign was fully measurable.
DSP
Targeted Activation
Troy-Bilt then used pre-built Amazon household segments to target audiences for their activation on the Nexxen DSP.
By leveraging Nexxen Studio’s creative expertise and innovation before their activation, Troy-Bilt positioned themselves for optimal campaign performance.
Key Results
38%
conversion rate with opted-in consumers
+13%
increase in brand recall*
*As measured by Upwave
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