Allbirds x PASHN
Linear TV media performance enhancement Q2 2023
Learn more: adam@pashn.media | 07944 380323
WHAT WE SET OUT TO DO
Design a media plan to expand Allbirds current linear TV channel mix with the aim to extend reach and frequency to their core target audience, whilst simultaneously improving the in month business KPI's in an attributed view.
We introduced our in-house AV planning approach to significantly improve Allbirds' performance KPIs from day one. By analyzing historic data, we modeled a potential 20% improvement through increased target audience reach. Implementing our audience-first strategy with linear TV market segmentation, we reached new customers while maintaining efficient CPMs, supported by varying-length TV creatives. From the outset, we tested high-impact channels and programs to enhance linear TV attribution, blending options with strong target audience delivery across diverse sizes, costs, and timings. Our flexible planning and trading approach allowed for in-campaign KPI reviews, enabling real-time adjustments to optimize future bursts and drive performance.
WHAT WE DID
In the first month of the campaign, we achieved a 9-point increase in 1+ reach compared to the previous month, outperforming the proportional media spend increase. TVR conversion to the target audience rose by 44% month-on-month, reflecting the effectiveness of our targeted channel and program mix. Attributed ROAS improved by 37%, with key insights from our tests driving further optimizations. These learnings have enabled us to significantly expand linear TV channels and programming over the past 18 months, consistently exceeding the minimum KPI targets.
WHAT HAPPENED
WHAT THEY SAID
"Pashn Media has exceeded expectations, delivering a 37% uplift in attributed ROAS and significantly expanding target audience reach through a data-driven, audience-first approach that consistently achieves and surpasses performance targets."
- Hanns-Christoph Leisewitz, Allbirds
"When Pashn took over planning and buying, they incorporated selected C4 Sales channels and programs into their linear TV plans, aiming to drive Allbirds' business performance while exploring further opportunities within the portfolio."
-Rob Russell, C4 Sales
Drawing on past client success and data modeling, we confidently leveraged a whole-market linear TV approach to meet or exceed expected improvements.