The Ultimate Bath Store

OVERVIEW:

The Ultimate Bath Store is a premier bath and kitchen center with 16 stores throughout New England. The company began its advertising partnership with Comcast Spotlight in 2010, initially buying only small flights for some of its stores before deciding to expand its advertising.

STRATEGY:

The Ultimate Bath Store sought to boost sales and web traffic, primarily targeting women aged 35-64. Comcast Spotlight’s Research department “heat mapped” the client’s consumer activity and provided data down to the ZIP code level, which helped to steer both its TV and digital media placements. The resulting campaign used networks like HGTV, TLC, Lifetime, Bravo, and Food Network, and incorporated Premium Digital TV and Premium Digital Video.

As part of its increased media investment, The Ultimate Bath Store received an HGTV sponsorship, bolstering the brand by associating it with the nationally recognized program, Property Brothers. We also worked with the client to create a unique consumer sweepstakes complete with a custom URL, giving one lucky winner a prize pack worth $500 just in time for Mother’s Day.

SUCCESS:

The interactive campaign proved to be a huge success, averaging an 81% ad completion rate. Through Google Analytics, we were able to show a 45% YOY increase in new users to the company’s website, along with a 98% YOY increase in direct traffic within the first two months of the campaign.

 

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