Positec is the parent company for Rockwell & Worx, two power tool companies that sell product online and in big time big box retailers. With fragmentation in the media world, Positec was not achieving the same ROI on TV as well as retail sell through as in past years. Finding their target audience with an infomercial and traditional Short Form Direct Response media buying had become a challenge. Positec had a tremendous amount of first party data but unsure how to tap into it to inform their media campaign. Positec also did not want to sacrifice flexibility and control on reaching their CPA goals and retail sales. Positec also utilized Long Form, 5 minute and Short Form media & wanted to add Advanced TV into their media mix to ensure they reached all their customers.
MDG and their Advanced TV platform Tradr was able to access 120 different syndicated data sources to help find the specific Work & Rockwell audiences, narrowing in on the exact times, stations and programs those consumers watch the most. Additionally, by taking this audience information and combining it with OTT & Addressable media we were able to eliminate waste and maximize results for the campaign.
Improved retail sales by 39.7% YOY during the Q4 holiday push and improved retail sales by 43% YOY during Father’s Day. With 4 out of 6 of the products hitting their retail goals half way through the flight.