After a successful brand launch with minimal media support, OLLY knew they needed to invest in media to continue growing.
Leading the communications architecture, media Planning and analytics for OLLY’s launch, KWG built a plan that included media-deliberate messaging based on specific audience segments and behavior aligning with each OLLY vertical, as well as a custom-branded integration series with The Ellen Show and Kristen Bell titled #Momsplaining.
The #Momsplaining series saw over 81.5MM VIDEO VIEWS, and overall sales during the brand’s media campaign grew +39% VS. PREVIOUS PERIOD, AND +55% VS. YAG. Using KWG’s in-house analytics capabilities, we were able to tease out media contribution to SALES LIFT AT 9% and utilize those learnings to impact year 2 media planning.