As Samsung entered the robotic vacuum category, they desired a direct-to-consumer campaign that would offset the cost of advertising – a departure for the South Korean-based conglomerate. With tough competition, the question was how to break through and differentiate their late entrant offering.
With the benefit of DRTV’s longer lengths to educate consumers and highlight product superiority, MDG crafted a campaign that would both sell direct to eager consumers and support traditional brick and mortar retailers who carry the product. The direct sales effort delivered a 28% improvement on the brand’s CPA target while exceeding direct channel revenue goals. Meanwhile, retail sales more than doubled year-to-year.