Caltrate, a global supplements brand owned by Haleon, wanted to dispel the idea that it is only for older adults by increasing brand awareness among younger consumers in Hong Kong. Having identified Connected TV (CTV) as an effective channel for reaching this audience, the company used our platform to programmatically deliver a CTV and online video campaign. This strategy enabled it to reduce media wastage, create a better ad experience, and optimize impressions.
“In our efforts to innovate and expand our digital marketing capabilities, we partnered with industry leaders Publicis and The Trade Desk. This collaboration has enabled us to further expand our presence in the CTV space, allowing us to connect with our target audiences in a measurable manner. The integration of CTV into our digital marketing strategy has becoming a key driver of our continued digital transformation.”
Walter Leung
Marketing Director, Haleon Hong Kong
Growing brand awareness among younger consumers
Caltrate is a dietary supplement that helps improve blood-calcium levels in people of all ages who don’t get enough calcium from their diets. Market research in Hong Kong suggests that consumers perceive the brand to be only for older people. To dispel this misconception, Caltrate was keen to enhance brand awareness among younger consumers, especially women aged 30 to 49. Having identified Connected TV (CTV) as an effective channel for reaching this demographic, the company wanted to add CTV into its channel mix.
Combining CTV with video to optimize reach
Caltrate used our platform to deliver its ads programmatically, combining CTV with online video to expand its reach. Including CTV as part of a multichannel campaign enabled Caltrate to create a more impactful large-screen ad experience for viewers, activate media placements without an upfront commitment, and maximize reach with universal frequency capping.
Caltrate’s strategy resulted in a 92% video completion rate for CTV, 51% higher than the Hong Kong benchmark. This strong performance proved the effectiveness of using CTV to build awareness with Caltrate’s target demographic.
Cross-channel frequency capping resulted in a 20% savings of the campaign’s budget, which was then reinvested into the campaign. This enabled Caltrate to reduce media wastage, create a better ad experience for consumers, and deliver 19% incremental impressions.
Caltrate was happy with the outstanding results of their first CTV campaign and plans to continue to use CTV in future campaigns as part of a multichannel approach.
Contact us to learn how including CTV in a multichannel campaign can help you reach more of the right audience.