Case study
25% Lift in New Customers Through Data-Driven CTV
About the brand
A high-end health and wellness brand with a robust subscription model and single-purchase offerings.
Focus
This health brand was relaunching its marketing strategy and needed a high-performance channel to drive Return-On-Ad-Spend (ROAS) and attract new-to-file customers. With a sharp internal team and clear audience targets, they partnered with Keynes to explore Connected TV’s potential as a top-of-funnel driver.
Keynes used first-party data to build hyper-targeted lookalike audiences and executed a control vs. test regional strategy to track true lift. The goal: bring high-quality traffic to the site and let Paid Search, Social, and SEO handle the conversion.
25%
Overall Lift
in Geo-Test Regions
25%
Lift in New-To-File
Customers Within Test Markets
Resolution
Keynes drove growth through precise testing and smart targeting:
Geo Test Strategy: Paired test and control regions with similar demographics and behavior for clean data.
First-Party Data Modeling: Built region-specific lookalike audiences using site behavior and CRM data.
Persona Optimization: Customized targeting based on regional performance to refine audience reach.
CTV is now a staple in this brand’s media mix, proving its power to drive not just traffic, but the right kind of traffic.
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