Toshiba – Annual Campaign Media Strategy, Planning and Execution
Powering Toshiba's UK TV Market Takeover
We have collaborated closely with Toshiba in their expansion into the UK TV market, developing a long term marketing framework to elevate mental availability as a preferred brand amongst UK shoppers, whilst also maximising physical availability through retail partner stores.
At key purchasing times in the calendar year, our brief from Toshiba is to leverage this long-term equity into tangible sales by employing highly effective promotional offers and precision-driven media targeting strategies.
We designed, produced, and managed promotional advertising campaigns aimed at driving sales with multiple retail partners. These campaigns were strategically designed to maximise sell-through whether during regular pricing periods, seasonal markdowns, or with the introduction of distinctive offers such as bundled products, complimentary Ring Doorbells, or free Amazon Music subscriptions.
WIth a strategic annual approach we planned and bought targeted media campaigns using a matrix segmentation of profiled prospects and high propensity in-market shoppers, to move audience through to retail purchase.
- Data-driven digital media targeting
- Through the funnel media planning and buying
- Retail activation media & tactical proximity
- Digital media ops management, targeting & tracking
- Campaign websites and CRM integration
- Annual strategy, and promotional scheduling
200% music promo 2023 sales vs forecast at John Lewis, Very & Amazon.
