Shady Rays: How CTV Drove More Sales with Lower Costs

Focus

Shady Rays, struggling with previous CTV campaigns, partnered with Keynes to boost year-round brand awareness and regain confidence in the channel.

During slower months, Keynes targeted affinity-based audiences like adventure, affordability, and travel to drive strong results. Recognizing Shady Rays’ male-dominated base, the strategy expanded to reach women, keeping core themes intact while broadening the brand’s appeal.

Shady Rays also launched a Snow Goggles campaign, targeting the ski and snowboard community in off-peak months to expand their reach. CTV exposure drove higher conversions across all channels, turning site visits into sales more effectively.

Resolution

Keynes nailed outstanding results with these clever actions:

Audience Focused: Targeted adventure, affordability, and travel during off-peak months to drive year-round results.

Expanded Reach: Tapped into the female market, boosting overall engagement.

Product Diversity: Launched a Snow Goggles campaign to expand exposure to the ski community.

Conversion Boost: Used CTV to convert site visits into sales.

Shady Rays has now made CTV a core part of their strategy, with Keynes driving ongoing growth and brand awareness beyond peak seasons.