The Web Marketing Association is proud to present this 2019 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Retail Online Campaign
When Champs Sports wanted to ‘Refresh Their Game’, they knew Undertone was the team who could make it happen. Champs came to Undertone with the goal of driving increased brand awareness and engagement around their partnership with fellow sports-giant Nike. They wanted to inform consumers about their newest line of Nike products available at Champs and help re-establish Nike's position within the ecosystem of Champs Sports total product offering.
To connect with both Champs’s and Nike’s core audience, the brand asked Undertone to target teen and young adult male athletes, focusing on the KPIs of CTR and engagement. To fulfill these goals, Undertone leveraged two of their proprietary high impact mobile formats, the Page Grabber Mobile and Expandable Adhesion. These mobile-only units contained a store locator functionality, which populated a map to help users find their closest Champs store. Undertone also implemented a creative retargeting strategy to reach users who were exposed to the Expandable Adhesion with the Page Gragger Mobile unit in order to drive further intent.
The results of these creative solutions were highly successful. Undertone drove an overall campaign CTR of 1.07%, with the Page Grabber Mobile unit proving particularly effective, with a 3.47% CTR; this performance greatly exceeded this unit’s average CTR of 1.5-2.0%. The campaign also delivered a viewability rate of nearly 91%, surpassing the industry threshold of 70%. Overall, the campaign was a major win for every team, driving 37,036 total store visits, which was the most of any media partner on the plan!
Contributors:
| Account Executive: | Kenneth Amsel |
| Client Partner: | Margo McGee |
| Creative Project Manager: | Jeff Allen |
| Supervisor, Digital Investment: | Adebayo Adeyemo |
| Associate Strategy Director: | Amanda Meyer |
| Social Media Marketing Manager: | Jerry Cionci |
| Director of Brand Marketing: | Jonathan Krusewski |
| Senior Director, Research & Insights: | Laura Salant |
| Brand Marketing Content Coordinator: | Ilana Greenberg |
| VP Marketing: | Jason Brown |
UNDERTONE
Location: United States