Overview

In a creative collaboration with Ryan Reynolds' production company, Maximum Effort, Shopify launched an impactful TV and YouTube campaign. The campaign reimagined the iconic AOL "You've Got Mail" message into "You've Got Sales," featuring Elwood Edwards's voice in a specialized Shopify app notification for sales. This top-of-funnel, brand-level campaign was designed to enhance brand recognition rather than direct customer acquisition.

Roles and Responsibilities

My primary responsibility was to leverage DV360 for the campaign’s distribution, aiming for maximum reach while maintaining cost-effectiveness. I managed the campaign strategy, setting a target cost-per-view of just one cent. My role also involved examining historical data from ongoing brand campaigns and google audience explorer to optimize audience targeting, ensuring we reached the most responsive segments.

Execution and Impact

The campaign was structured to run continuously, contributing to a broad array of brand initiatives. By deploying a rigorous testing protocol on DV360, we fine-tuned our audience segments leading to exceptional reach. The creative pivot to "You've Got Sales" resonated well across platforms with signals that were better than benchmarks within the first week.

Results

The results of this campaign were extraordinary, reaching a third of Canada’s population and dramatically surpassing our internal view rate benchmarks—from an expected 40% to an astonishing 75%. Additionally, the campaign achieved a remarkable 23% ad recall rate, indicating a significant brand lift and establishing this campaign as best in class according to DV360. The campaign's success was also recognized in an Adweek feature, further highlighting its impact and effectiveness.