Drive to Web/Retail
Background/Problem
- Medifast was establishing their brand as meal replacement diet program .
- Medifast competes in this hotly contested market space with brands which have much deeper pockets, such as Nutrisystem, Jenny Craig, and Weight Watchers.
- With modest budgets and a drive-to-web and drive-to-retail model, Medifast came to our media buyers in order to strengthen their brand by maximizing their DRTV efficiency.
Solution
- Our media buyers conducted upfront category research allowing us to efficiently target potential new customers while expanding Medifast’s reach.
- By establishing a set of web-based analytics for Medifast, Our media buyers were able to identify spikes in traffic and sales which were directly attributable to TV media.
- Through testing, analysis and campaign optimization, our media buyers exceeded Medifast’s customer acquisition goals by 19% in the first 6 months.
- As a result, Medifast was able to increase their DRTV budgets by over 200% year-over-year.
