The Success of Overstock.com’s Multipurpose Video Campaign
For decades, marketers have thought of brand and performance campaigns as mutually exclusive. Today, the digital era has blurred that once-clear line and, for many brands with dual goals, running a multipurpose campaign can be a win-win. Overstock.com decided to experiment with their strategy by mixing regular brand creative with direct-response formats. With Ocean Media’s help, this campaign garnered 3X the return on ad spend compared to past campaigns.
Here’s the full article of how it was done, what was learned along the way, and why it’s making Overstock rethink how they approach digital video.