MINNEAPOLIS, MINN. April 26, 2023 –– National firm Ovative Group has been named a ‘Media Plan of the Year’ finalist for the 2023 Digiday Media Buying and Planning Awards.
The Digiday Awards highlight the most critical investments of the past year marked by innovative ways to use data and emerging channels to propel advertising campaign success stories. Ovative’s innovative partnership with Coach earned the firm its finalist recognition. In 2022, Ovative partnered with Coach to reach Gen Z audiences and build brand equity through messages of confidence and self-expression, exceeding campaign goals across all primary key metrics.
Ovative experts helped Coach break through the advertising clutter and reach Gen Z audiences in their natural environments. The firm executed deep consumer research to understand the preferences and shopping habits of Gen Z to select the right channels and tactics and effectively capture attention. For more on Ovative’s strategy, see this recent case study.
Ovative also invested in upper-funnel tactics, which is traditionally an undervalued approach. By using Map, an AI-driven analytics platform that measures media performance, the client began understanding the Enterprise Marketing Return (EMR) value of upper funnel media investments on enterprise sales (offline and online), lifetime customer value, incrementality, and profitability.
According to The Ad Age Harris Poll, Coach placed within the top 20 for brands getting Gen Z attention during the time of this campaign. Additionally, the brand exceeded campaign performance goals in all primary key metrics including impressions, video views, engagements, and clicks. Moreover, Coach attained a profitable EMR during the campaign, indicating that its media investments were well worth the spend.
ABOUT OVATIVE GROUP
Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging our deep industry expertise, we help brands like Domino’s, Facebook, The Home Depot, General Mills, Disney, and UnitedHealth Group transform their media and measurement programs. The result? Profitable growth that speaks for itself.
At Ovative, we don’t just track data, we redefine success. How do we do it? Our proprietary MarTech platform, EMRge™ helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), our differentiated approach to holistic media buying, planning, and measurement, EMRge™ is the first MarTech platform to measure businesses holistically. We’re all about raising the bar every day, and it shows. Our work has been recognized by organizations like Digiday, Google, Inc. 5000, USA Today, and Search Engine Land. For more information about Ovative, visit our website or follow Ovative on Facebook, Instagram, LinkedIn, and Twitter. For media inquiries, please contact [email protected].
