Case Study

Ocean State Job Lot

CHALLENGE

$500 million brand with primary marketing growth through newspaper domination.
Print cannibalized majority of advertising sales budget, but newspaper readership is in decline. TV was attempted in the past, with disappointing results.

OPPORTUNITY

Client on a growth trajectory, great shopping values for budget-conscious middle class

STRATEGY

Position store as a weekly destination to save on every-day household items rather than occasional shopping excursion for “value finds.” Ran media analysis to determine most efficient medium and ran reach curve analysis to optimize channel investment.

TACTIC

Ensure appropriate TRP levels, flight TV to coincide with insert drops and peak shopping periods. Track sales lift of TV stores vs. non-TV stores.

RESULTS

Two models showed sales return of up to six figures, over 90 days, depending on the model. Return includes all costs related to advertising, including creative and fees.

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