CRIMPiT

Fast-growing startup utilises TV to super-charge sales

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The Brand

UK-based Crimpit Group design and manufacture innovative kitchen products. Their launch product - Crimpit - took social media by storm and their follow up, Crimpit Wrap, is on track to do the same. When they saw some plateauing of performance through existing digital channels we ran a small test of DRTV, offering a different source of sales. After exponential growth in investment over the first few months, they've not looked back. TV is now a cornerstone of their acquisition strategy.

Deliverables

TV Airtime Planning & Buying

Creative Consulting & Clearance

Analysis & Optimisation

Innovative Startup

Harnessing the scale and efficiency of DRTV

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Growth in Sales per day

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Reduction in acquisition costs

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Increase in Audience Reach in the first month

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The Challenge

Crimpit achieved notoriety across Instagram very quickly and their creative approach converted this awareness to sales. However, these sales started to stall and they needed new ways to reach a broader (but still relevant) audience. The brand also needed to drive direct sales so as to avoid leakage to copycat products.

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The Solution

Using the audience data gathered via social channels, we deployed a highly targeted DRTV campaign. With very strong rates available in daytime, we were able to drive huge traffic volumes and bumper sales. Confidence in DRTV quickly led to exponential grow in investment. Expansion onto ITV helped drive their largest ever sales day during their Black Friday deal period. TV presence helped conversion across all media channels.

Fast Brand Awareness

The Results

We worked with the client to utilise their data, effectively separating social channels and TV traffic. The effect of the DRTV campaign was immediate, and proved to be an important addition to the client's marketing mix. By diverting spend from social channels that were performing less well, TV became the lead medium during the key 'Black Friday' period. Sales grew to previously unseen levels - a feat only achievable with the power of TV.

Chase Media have been able to generate significant additional sales with their unique approach to DRTV. Using TV has provided us with 'scale on tap' and the credibility that comes with it has improved performance across all channels

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Mike Harper

Marketing Director

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