Growth Spotlight
Scaling with Premium Streaming Sponsorships
Boxed Uses TV Ads to Hit Direct-Response and Brand KPIs
Boxed is an online eCommerce retailer that sells a wide range of bulk household and office essentials delivered right to your doorstep.
The eCommerce customer acquisition team at Boxed used digital channels for direct response campaigns and considered investing in TV to drive brand awareness, with the goal of reaching new audiences, segments, and geographies.
%
DECREASE IN CPACampaign objectives
Expanded Reach
Increase awareness of Boxed’s brand identity and services to new audiences
Increase Scale
Drive revenue with a blended linear and streaming TV strategy.
Drive Efficiency
Maintain efficiency against both direct response and brand awareness KPIs
Solution
Boxed turned to Tatari to help them build an outcome-driven strategy across both linear and streaming TV. Their team quickly saw that they were able to apply a data-driven approach to measuring TV as a performance channel in addition to their brand goals. Initial results on linear showed they were successfully reaching their target demographic with strong performance across their growth KPIs (CPA and CPV). This gave them the confidence to experiment with premium opportunities on streaming, which resulted in reaching an incremental audience and lower CAC. The Boxed team continues to work closely with their Client Success Managers and Media Buyers to optimize a media plan that utilizes both linear and CTV.
"They [The Life of Beth and The Dropout] were part of the cultural zeitgeist and really allowed us to get exposure to potential customers that normally would not have seen us."
- DAN MCKAY, DIRECTOR OF CUSTOMER ACQUISITION, BOXED
Results
Using Tatari’s managed service offering, the Boxed eCommerce customer acquisition team worked with their dedicated media buyer to negotiate premium linear opportunities on the most popular shows at the time (Jeopardy and Yellowstone) for a rate they would not have normally received (between a 40%-50% discount). The success of these placements gave Boxed the confidence to continue scaling on streaming TV with a campaign airing during Paramount+’s hit western 1883, resulting in a 16% decrease in CPA and reaching an incremental audience on linear. Boxed continued investing in streaming ad campaigns, appearing in two of the most-watched programs at that time; Life of Beth and The Dropout, with positive results towards both direct response and brand awareness metrics.
Boxed's streaming TV campaign resulted in a 16% decrease in CPA and reached an incremental audience on linear.
See their Creative
