MTV wanted to create awareness and increase reach across the UK to promote Just Tattoo of Us. The show puts relationships to the test by asking pairs of friends, family members, and couples to design tattoos for each other — but they only see the final designs once they’re inked on each other’s bodies and it’s too late to walk away. PHD, MTV’s media agency, wanted to reach the most relevant audience by targeting fans of similar MTV shows.
In mid-2016, Pinterest rolled out a new set of targeting opportunities—audiences. Now in addition to targeting Pinners’ interests, search keywords, devices, or locations, advertisers can hone in on their targets with greater precision enabled by combining their own customer data with Pinterest campaign insights. The advanced audiences released by Pinterest last year include:
Today, brands are in an epic battle for consumer attention with 85% of people using other devices while watching TV. More channels and screens for consuming content have made it more difficult than ever before for brands to make an impact.
Media companies promote shows on their own networks and affiliates, as well as on a variety of cable channels and social media.
A major broadcast television network was interested in measuring the impact of TV promos and social engagement on driving tune-in and determining if there is an added value in using both together.
Mediaocean was well-positioned to deliver this analysis by combining data across TV and social media.
OBJECTIVE
Nice’n Easy, Clairol’s leading hair colour brand, needed a scalable solution to create awareness and increase reach across the UK. Their media agency Performics wanted to find a way to cut through the noise and stand out to engage with a female 30+ audience.
SOLUTION
