CONSUMER GOODS
CASE STUDY
NATIVE CTV CAMPAIGN HELPS ELEVATE SALES FOR CHEF MERITO BY OVER 20%
CLIENT
BRIEF
Chef Merito, a Hispanic focused food company selling
seasonings, marinades, and spices is looking to empower Latinos to create and continue traditions of authentic family meals with less time and effort.
CHALLENGE
Enhance, target and distribute the Chef Merito CTV ad creative to elevate brand awareness among Hispanic consumers.
GOAL
Increase sales by 20%.
SOLUTION USED
Fusing dynamic native content animation with proprietary ad serving technology, Slingshot stitches and serves highly engaging 15s native content directly adjacent to regular ad creatives, inside commercial breaks on Connected TV.
CREATIVE STRATEGY
Origin's in-house animation studio produced a full series of custom native branded Toppers that would play immediately after the Chef Merito Seasoning ad, offering a variety of Spanish language home cooking recipes.
One of the recipes centered around creating the perfect Thanksgiving meal and ran during the week of Thanksgiving.
Origin Media data shows that seasonal creatives outperform non-seasonal creatives by
135.9%
FLIGHT PLAN
AGE RANGE
35 - 54
DEMOGRAPHIC
Hispanic & Spanish language speakers
GEO
Los Angeles, Fresno-Visalia, Palm Springs
DURATION
3 months
AUDIENCE TARGETING
POWERED BY
Working closely with Sensis, Origin leveraged Tru Optik’s Data Marketplace, which included data partners Lotame and Comscore, to distribute Chef Merito's Native CTV ad campaign.
Tru Optik’s Data Marketplace audiences are synced to Tru Optik’s patented Household Graph of over 80 million households, representing over 90% of U.S. homes that watch Connected TV. That means segments achieve up to 4x more scale versus legacy data stores not built for connected media.
UNMATCHED ACCURACY
Reconciled daily against Tru Optik’s 80MM+ home Household Graph.
MASSIVE SCALE
Segments achieve up to 4x more scale when accessed in Tru Optik’s Data Marketplace versus legacy data stores not built for connected media.
ENHANCED SPEED
Unlike other solutions, the Data Marketplace makes data action-able in as fast as hours, not days or weeks.
RESULTS
Running throughout the Thanksgiving 2020 holiday season, Chef Merito's Native CTV campaign (30 second ad plus 15 second Native Topper) delivered over 1 million impressions with a completion rate of 99.5%.
The campaign achieved the goal of increasing awareness among Hispanic target consumers. YOY, Q4 sales numbers for retail seasonings increased
%
22
During the three month flight, households were exposed to the brand 2-3x per month.
No household ever saw the same Native Topper more than one time.
CLIENT TESTIMONIAL
“Chef Merito is proud to represent the first Hispanic targeted campaign for Origin with our ‘El Secreto’ campaign,” said Director of Marketing, Lauren Corugedo. “Working with Origin and our Agency, Sensis, we were able to create a high-impact custom unit showcasing recipes, which we know our target audience loves, “ added Corugedo. “Having a recipe run with our TV spot was a unique way to capture the attention of viewers and introduce Chef Merito in a creative, dynamic way.”
About Origin
Origin is a creative technology company whose pioneering advertising solutions have reshaped the way advertisers engage and activate consumers on Connected TV.
Fusing first to market ad formats with proprietary technology and direct distribution deals that span the streaming ecosystem, Origin is engaged by brands, agencies and platforms who are seeking to simplify and amplify their Connected TV strategies.