magicJack began offering a computer free device 5 years after releasing the original magicJack.
magicJack had penetrated the US English speaking market fairly well.
magicJack engaged TVA’s media buyers to execute a modest DRTV test campaign, targeting the Hispanic population, particularly younger, cord cutting Millennials.
Despite having extensive history and knowledge of the US market, magicJack did not have a presence with the Spanish speaking consumer.
- Our team researched the Hispanic Millennial demo and executed a highly targeted one-month DRTV plan that was projected to match the existing General Market ROI levels.
- The results exceeded projections, delivering a CPA 178% lower than the what was being delivered in the General Market.
- This resulted in a 40% increase in TV spend, within three months of launching the Hispanic DRTV campaign, making the Hispanic piece 20% of the overall magicJack media mix.