Client Partnerships

Hybrid Theory Cuts the Crap to Deliver Results

Hybrid Theory Cuts the Crap to Deliver Results

Goal
Poo-Pourri, the quirky, innovative company that sells fragrant sprays for restrooms, was searching for a way to leverage their OTT media campaign into increased foot traffic for their retail partners. They turned to Hybrid Theory to build a range of custom audiences across specific demographic parameters, reach consumers while they were in close proximity to a retailer, and ultimately increase visits to that particular store. The campaign goals included a 90% Video Completion Rate (VCR) and 4% behavioral lift (the likelihood a consumer would visit the retailer after viewing a Poo-Pourri creative).

Solution
Hybrid Theory was faced with two specific challenges: building custom audiences in line with Poo-Pourri’s target consumers, and then reaching those consumers across devices when near a specific retailer. Using their proprietary rich data network, the Hybrid Theory team built a range of unique audiences including healthy lifestyle enthusiasts, frequent travelers, shoppers, and those with a passion for fashion and style.
Hybrid Theory then leveraged their partnership with Foursquare, the world’s leader in location-based data, to reach these consumers in real-time with precision and scale, and drive them into a retail partner.
Over time, the team gained valuable performance insights which were fed back into the trading process for further optimization. For example, healthy lifestyle enthusiasts and consumers interested in DIY activities and home remedies responded best to Poo-Pourri’s messaging.

Results
Hybrid Theory delivered an impressive 95% VCR and a 6% behavioral lift across the target demographic.