Reaching & Engaging Sperry's Audience Through YouTube

“We can’t go above and beyond for our clients unless we’re working with best-in-class partners and best-in-class technology. We’ve worked with Pixability for years, starting shortly after winning the business, and haven’t stopped since.”

Melissa Watson,

Sr. Director, Display

Industry

Footwear and Apparel

Platform(s)

YouTube

Objective

Awareness

The Challenge

Everyone knows the Sperry brand. But Sperry wanted the world to know that Sperry was a brand for everybody. So Sperry worked with its agency, iProspect, to break out their target audience into six different audiences, based on levels of preppiness, and develop a media strategy to engage these audiences.

The Strategy

By working with Pixability, and leveraging internal strategy teams and tools, iProspect was able to pinpoint middle-preppy people based on activities they participated in, and what they consumed in terms of overall media and on YouTube. Pixability’s technology allowed iProspect to implement an audience-first approach, and quickly set up campaigns to reach a specific audience without overlapping with other brands in the Wolverine portfolio. And Pixability allowed iProspect to shift budget quickly whenever they saw performance changes.

The Result

Over 10+ campaigns run with Pixability across the Wolverine portfolio, iProspect saw an average of double the performance benchmarks typically seen on YouTube. In the Sperry campaign, the brand saw a 275% lift in brand search, and the iProspect media team was able to work very closely with their search teams and its partners at Pixability to make sure that they understood the campaign’s real impact.

It’s important for iProspect to always go above and beyond for their clients and always drive best-in-class performance, and the agency can’t do that unless they’re working with best-in-class partners and best-in-class technologies.

10+

campaigns run with Pixability across the Wolverine portfolio

275%

lift in brand search