SHEEX, a leader in direct response and retail bedding, had been running TV spots with a competitive agency for over a year when their campaign began to stall. They sought MDG’s help.
With a Return On Ad Spend (ROAS) 60% under goal, low revenue, limited dayparts, and zero diversification across their station mix, SHEEX needed to quickly find new revenue streams, broaden their audience segments and increase retail foot traffic.
Before they switched agencies, 85% of SHEEX’s media budget had been focused on three news channels — regardless of demographics and performance. As the previous campaign only ran on these large news stations, most of their budget had gone towards late-night and overnight rotations.
Within weeks, MDG increased SHEEX’s performing station list by 138%. We researched, recommended, tested and scaled a new audience, introducing female-skewing stations with 95% success. We diversified their daypart mix to include daytime, early morning, late fringe and prime spots across 35 new networks.
With these optimizations, SHEEX saw its ROAS improve by 200%. Overall revenue increased by 40% in just 12 weeks. Additionally, retail foot traffic increased 44%, the first increase in over ten months.