The Challenge
In an increasingly competitive advertising landscape, LEGO was looking for ways to engage high-income families with children during Ramadan in Indonesia, a key period for family-centric content. With numerous channels available, LEGO needed a platform that not only reached a broad audience but also delivered strong engagement and measurable performance. Connected TV (CTV) was chosen as the medium, but LEGO had a few essential questions before diving in:
The answer? Yes, but only with the right partner who could leverage audience targeting, real-time optimisation, and a performance-first approach.
What followed was a highly targeted programmatic CTV campaign using Tyroo.TV’s platform, which integrates the ATA ( Attention, Trust & Action) framework to deliver effective results. The focus was on targeting families with children, particularly during key Ramadan moments like Eid and school holidays.
Tyroo.TV Approach
Tyroo TV crafted a data-driven strategy with the following key elements:
01.
Targeting the Right Audience
Tyroo .TV’s advanced audience segmentation helped LEGO focus on households with children, ensuring that the ads reached the most relevant viewers. This targeted approach helped drive attention by reaching families who were likely to be spending more time together during Ramadan.
02.
High Trust Environments:
Tyroo.tv provided access to premium CTV inventory, ensuring ads were placed strategically during key Ramadan moments, reaching the right families at the right time. The audience-preferred channel placements built trust as the creative resonated with family values, helping LEGO connect emotionally with the audience, boosting engagement and brand recall.
03.
Real-Time Optimisation:
Using Tyroo.tv’s real-time optimisation engine, the campaign adjusted daily to ensure that the highest-performing placements were scaled up, while underperforming ads were paused. This approach helped maximise engagement while ensuring cost-efficiency.
Result & Impact
These results prove that CTV advertising, with the right strategy and interactive elements, can significantly impact performance and customer acquisition.
Video Completion Rate (VCR):
Click-Through Rate (CTR):
