Introduction
UNTUCKit, a leading apparel brand, was looking to optimize their paid brand search strategy while maintaining efficiency. With challenges in measuring the true value of brand advertising and managing ad spend in a competitive environment, UNTUCKit turned to Adthena’s Brand Activator to unlock $54,000 in savings within six months.
Main challenges
Communication with Affiliate Partners
The absence of incrementality studies since 2018 left the team uncertain about the true impact of their brand advertising efforts. This became a crucial concern for the CEO, who sought a solution to measure the incremental value of their paid brand search campaigns.
Manual Management
Without a dedicated tool like Brand Activator, it required the team to manage brand advertising manually. They also did not have visibility and automation to optimize ad spend based on the competitive landscape.
Solutions
UNTUCKit started using Adthena’s Brand Activator. The tool provided real-time insights into competitor activity and allowed the brand to display ads only when necessary—during periods of competitive presence. This dynamic adjustment reduced unnecessary ad spend and allowed organic traffic to capture brand visibility when competitors were absent.
Improved Efficiency
Brand Activator contributed to significant improvements in brand paid search efficiencies with the ability to adjust ad visibility based on competitor presence resulting in a more streamlined and efficient approach to brand advertising.
Trusted Incremental Studies data
UNTUCKit used to pause ads on Sunday evenings when they ran NFL commercials and saw a big influx in traffic. They no longer have to do this because of the trust in the incrementality of branded results thanks to Adthena’s Brand Activator.
Weekly Performance Tracking
Weekly performance touch points across the digital, e-commerce and finance departments provided metrics and competitor activities allowing the team to stay informed, make data-driven decisions, and showcase tangible results, including a significant $54,000 in savings over six months.
