Case Study
A Clear Picture of Success
When Intermarketing Agency (now Ima Home) partnered with Campfire, the goal was clear: navigate the complex media landscape and execute cross-channel media campaigns for their clients, including Hisense, a global leader in electronics.
A Clear Strategy, With a Side of Joel McHale
With a clear target audience in mind, Ima brought in Campfire to make an impact regionally and nationally. After all, strategic media is serious business, but it never hurts to have Joel McHale along for the ride. From broadcast TV to digital, social, and print, we built a focused digital strategy that amplified Hisense’s presence across influential publications.
While the bulk of the buy leveraged a programmatic approach across platforms, a significant focus of the strategy included direct-to-publisher buys. These featured eye-popping advertising units, interactive experiences, and social activations alongside trusted publishers and sports networks, ensuring Hisense’s message stood out in all the right places.
Hisense Television's inaugural national campaign faced a big challenge: a limited budget that required more than a typical awareness campaign. To overcome this, we dove deep into competitor media investment patterns, analyzing them alongside online viewer attention metrics. This data-driven approach helped us pinpoint underutilized opportunities, allowing us to optimize every dollar spent.
Maximizing the budget for Connected TV (CTV/OTT) was a key focus. We moved beyond basic demographic targeting, diving deeper into social behavior, site-search, and in-market shopper data to understand Hisense’s audience better. By cutting through the noise, we precisely targeted the right consumers at the right time, ensuring maximum effectiveness for each dollar spent. We didn’t stop there—eliminating underperforming audiences enabled us to scale the campaign to markets with lower awareness but higher buying intent, driving real growth.
Navigating Constraints, Driving Results
Over 51M impressions served with 1M+ additional impressions as added value
VCR exceeded averages in key markets
CTR outperformed standards with 2%+ on DTP display (industry norm: 0.21%)
Strategic placement in low-noise weeks secured more efficient CPMs
An online brand study showed increased brand favorability and preference compared to competitors like Samsung, even with a significantly smaller budget
This campaign over-delivered across the board, driving awareness and engagement well beyond expectations.