LG Ad Solutions and Spin Master Drive Discoverability for Fantasy-Adventure Series Unicorn Academy Via Interactive Home Screen Ad Placements
Campaign maximized incremental reach via Home Screen placements and dynamic ads ahead of Unicorn AcademyTM series debut
Mountain View, Calif, October 16, 2024 – LG Ad Solutions, the leader in Connected TV (CTV) and cross-screen advertising, partnered with Spin Master to promote the premiere of its fantasy-adventure series, Unicorn AcademyTM, achieving a 25.5% lift in brand recommendation, 14.6% lift in brand awareness and ad recall and a 4.77 million incremental unique households reached over Linear TV.
With CTV experiencing a content boom, Spin Master, along with LG Ad Solutions, set out to build a unique campaign that would drive discoverability and viewership of its show, Unicorn Academy. The campaign leveraged dynamic countdown ads eight days prior to the premiere, featuring QR codes that, when scanned, brought viewers to the show’s official YouTube channel to learn more about the show. The campaign also tapped into the TV Home Screen with a three-day LG Native Ad takeover as the solo- featured ad on the Home Screen – transitioning through multiple creatives to introduce new characters and communicate the show’s story.
“In order to successfully promote the launch of Unicorn Academy, we needed to not only generate excitement ahead of the premiere, but sustain that enthusiasm leading up to the show’s premiere and throughout the first weekend,” said Rachael Reid, Media Director, Spin Master. “In working with LG Ad Solutions, we were able to do just that – leveraging precise targeting to share our new series with the right families at the right time throughout the entire campaign lifecycle.”
To reach and engage parents ahead of the show’s launch, the campaign utilized a blend of first-party and and third-party audience targeting – extending reach by leveraging LG’s Content Network across LG Channels O&O and Premium Partner Inventory. The companies also partnered with Cint to measure brand lift across the campaign using Lucid Measurement, informing and optimizing strategy throughout the multi-product advertising effort.
“The abundance of video content across platforms has created a dependence on discoverability and a critical need for precision when it comes to ensuring audience attention,” said Tony Marlow, CMO at LG Ad Solutions. “With a focus on the Home Screen, Spin Master was able to blend a natural part of TV consumption with innovative ad formats that maximized results – all while prioritizing the viewer experience.”
For more information, visit: https://lgads.tv/casestudy/spin-master-unicorn-academy
About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, driven by our mission to create meaningful connections between brands and their audiences. With a vast network of award-winning LG Smart TVs worldwide, we offer advertisers and content creators unparalleled scale, reach, and personalized precision on the largest screen in the home.
About Spin Master
Spin Master Corp. (TSX: TOY) is a leading global children’s entertainment company, creating exceptional play experiences through its three creative centres: Toys, Entertainment and Digital Games. With distribution in over 100 countries, Spin Master is best known for award-winning brands PAW Patrol®, Hatchimals®, Bakugan®, Kinetic Sand®, Air Hogs®, Melissa & Doug®, Rubik’s® Cube and GUND®, and is the global toy licensee for other popular properties. Spin Master Entertainment creates and produces compelling multiplatform content, through its in-house studio and partnerships with outside creators, including the preschool franchise PAW Patrol, and numerous other original shows, short-form series and feature films. The Company has an established presence in digital games, anchored by the Toca Boca® and Sago Mini® brands, offering open-ended and creative game and educational play in digital environments. Through Spin Master Ventures, the Company makes minority investments globally in emerging companies and start-ups. With 29 offices spanning nearly 20 countries, Spin Master employs close to 3,000 team members globally. For more information visit spinmaster.com or follow-on Instagram, Facebook and Twitter @spinmaster.
