“Our two-minute TV spot was the perfect way to re-introduce the Contour LEG Pillow to an eager public,” said Ed Crain, President of Kingstar Direct. “We know the audience for this product is out there and we chose the ideal way to spread the news of its reemergence.”
April 25, 2019
Leading performance-driven video production company Kingstar Direct has successfully launched the Contour LEGacy Pillow with a short-form TV advertising campaign that has become the most successful leg pillow television spot in nearly two decades.
The Contour LEGacy Pillow, which sells for $19.99, has been completely redesigned to match the natural curves of a person’s body. Previous designs had been boxy, hard and uncomfortable. The new model is ventilated, so it keeps the body cool and dry, and is made of comfortable, soft memory foam. Its unique design does not give out if someone turns over during the night. And it is the only leg pillow that lets the consumer use two together—one in the thighs and one in the calves.
“Our two-minute TV spot was the perfect way to re-introduce the Contour LEG Pillow to an eager public,” said Ed Crain, President of Kingstar Direct, one of North America’s leading performance-driven video production companies. “We know the audience for this product is out there and we chose the ideal way to spread the news of its reemergence.”
In today’s media market, people are consuming content across multiple devices. Kingstar took this into account with the LEGacy Pillow campaign. The content was produced to encompass both mobile and desktop formats. Using the drive to web awareness from the TV spot, Kingstar Media was able to create search ads that drove sales and retargeting ads on social media. In addition, the made for digital videos converted at scale on multiple prospecting campaigns, driving a CPA that was 29% lower than the target. This campaign proved how effective Kingstar is at building content and executing media buys across multiple formats.
Kingstar Direct began the process by designing a :60 second web test video. Utilizing a propriety method, the video was then sent to 300,000 email addresses, included a landing web page with product information, streaming video and an order form to assess response, offer and USP. They analyzed which web test components (i.e. headers, subheads, offers) made consumers react positively. Results were based on how many people opened the email and ordered the product. The successful web test result was used to build a compelling :120 second Direct Response spot
For 20 years, leg pillows had the same rectangular design. Kingstar Direct’s goal with the new spot was to use strong visuals, high-end animation and a compelling chiropractor endorsement to drive home the message of the pillow’s revolutionary design. These components each contributed to create the first successful TV ad for a leg pillow since the genre was born at the end of the 20th century. The spot succeeded where quite a few other similar products have recently failed.
Kingstar Direct developed two versions of the ad – the original mimicked the web test, the second version added additional creative elements. The original creative tested stronger, so Contour Products decided to run with that version, securing retail distribution across the country.
Kingstar Direct also created testimonial versions of the video content that fit within Facebook and Instagram social feeds. All of the videos utilized closed captioning since the sound is frequently turned off when watching video content via social media channels.
“The ad created by Kingstar lowered Cost Per Action (CPA) by 29% vs. the target,” said Scott Davis, President of Contour Living Brands. “The Kingstar team has been great to work with from start to finish. They listen to what you want, communicate effectively, meet deadlines and challenge with alternatives where appropriate. The entire teams ‘can do’ attitude is the reason the creative has been executed quickly and effectively.”
About Kingstar Direct and Kingstar Media
Kingstar Direct is one of North America’s leading performance-driven video production companies. Founded by Ed Crain nearly 20 years ago, Kingstar is a video production and marketing agency that anticipates and responds to industry shifts and continually provides true, measurable value to clients. Lending his extensive experience in direct marketing and television production and responding to the new ways in which consumers interact and connect, Crain is driving the agency into the new world of surround sound marketing via Kingstar Media: helping clients communicate across all channels with one voice. Whether building brands, selling direct to consumers, or using direct response as a way to drive web traffic or retail sales, Kingstar has redefined direct response and how it can drive marketing strategy.
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Published at Thu, 25 Apr 2019 00:00:00 +0000