How George used CRM to rewrite the book on SOV


Agency: Spark Foundry

Every media textbook written in the last 30 years will tell you the same thing - that to win SOV you need the highest spend. We decided that it was high time we used data to rewrite the book on SOV.

By rethinking the way we buy TV and using some smart data and tech, we were able to match George shopper CRM data to TV viewing habits. That one small change was enough to move up to 1st place SOV despite being 3rd in spend. Couple that with creative that was developed using insight from our CRM and it’s no small wonder why George was able to drive twice as many sales per TVRs as their 2019 campaign and rewrite all of the rules when it comes to SOV.