Ultracore DRTV Campaign - $250k/mo Media Buy + Production
Challenge Ultracore Supplements dominated the digital market for nine years, becoming the leading product in that space. As they shifted their focus to achieving nine-figure revenues, they recognized that national television and radio would be crucial for increasing market share and raising widespread awareness. To support this, they launched a new premium product, UltraCore Power, and aimed to create effective Direct Response TV and Radio advertisements, as well as to plan and execute targeted media campaigns on TV and SiriusXM Radio. Award-winning directors and agencies indicated that production would take no less than ten weeks; however, Ultracore needed to complete it within two weeks to avoid delaying the product launch.
How We Assisted: We took a proactive approach by performing a detailed brand audit to refine their voice, identify the target buyer persona, bolster their value proposition, and undertake a comprehensive competitive analysis. We then delved into Nielsen data to uncover opportunities, understand competitor strategies, and quantify the market. Once objectives were set and a thorough media buying plan for TV and SiriusXM Radio was established, we moved on to create top-tier advertising content that balanced premium, pharmaceutical-style promotion with direct response marketing to ensure immediate returns. We handled the casting process and secured an endorsement agreement with a former NHL player to star in the campaign. Our responsibilities included scriptwriting, creative design, and offer development. Ultimately, we oversaw and executed filming, post-production, permitting, insurance, and delivery to networks.
Results: Within two weeks, we successfully produced one 60-second and one 30-second DRTV commercial, exceeding our initial goals. Additionally, we provided Ultracore with hours of 8K raw footage filmed on RED, which would support their social media, content, and digital marketing efforts over the coming months as part of the TV campaign. We also created and produced several radio commercials for SiriusXM, ensuring every spot received clearance. We executed strategic media buys across TV and SiriusXM Radio, with a current expenditure of $250,000 per month that is meeting all identified KPIs. Finally, we captured extensive 8K product footage for comprehensive visual branding and hundreds of professional behind-the-scenes images for digital and social media use.