Making the Case for Streaming with NOBULL and NBCUniversal
The Challenge
NOBULL, a training footwear and apparel brand that encourages customers to get stronger physically, mentally and emotionally, had a question: could premium TV be used for more than just top-of-funnel brand awareness? They had put some energy into streaming campaigns before, but their marketing strategy was mostly focused on search and social. Were they missing a big opportunity? Could their budget go further within the premium-content streaming environment?
Today, streaming combines the scale of linear with the precision of digital to drive performance. NOBULL saw success with a search-based strategy, so they didn’t want to overinvest before they had proof it was worth it. Instead, they decided to put some of their current search budget into premium IP and make sure they could trace every cause and effect.
That’s where Tinuiti came in. They had the tech — and the partnerships — to build a measurable strategy that balanced NOBULL’s current search efforts with a new streaming campaign, and could prove streaming’s importance up and down the funnel.
Results
+19.8%
site visits
+5.5%
purchases
+3.7%
total revenue
How We Did It
Tinuiti brought in their long-time collaborator, NBCUniversal, to manage the premium streaming environment of the ask, and set NOBULL up with Bliss Point by Tinuiti. Bliss Point was able to expose the link between the budget shift and any performance outcomes, while also factoring in geography, seasonality, and distinguishing between organic and paid search.
As part of NBCUniversal and Tinuiti’s expanded partnership, NOBULL was able to leverage NBCU’s authenticated identifiers across its extensive digital properties, meaning they could match first-party data to target and measure campaigns more effectively. The combination of this best-in-class data collaboration, along with Bliss Point’s robust segmentation and measurement capabilities, enabled Tinuiti to split NOBULL’s audience into a test group that wasn’t exposed to paid search, and a control group that was. This meant they could measure the exact impact streaming campaigns were having, compared to the group that was also seeing the existing paid search.
The geo-incrementality testing results were clear: the new media premium TV mix was pushing better outcomes for NOBULL and the sneaker category at large. Not only did the test group have a higher number of site visits and purchases compared to the control group, the experiment led to a 3.7% increase in total revenue, and increased sneaker sales across the category.
Premium content and streaming deserve a spot on the podium next to search when it comes to a winning media strategy. NOBULL and NBCUniversal were able to prove that streaming is a full-funnel performance driver that can benefit brands and categories alike. And none of these findings would have been possible without the advanced, real-time geo incrementality testing from Bliss Point by Tinuiti and its trusted partnership with NBCUniversal.
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