Digiday recently announced the list of finalists for the 2020 Digiday Video Awards. KERV Interactive and Carhartt’s “Full Swing” interactive activation campaign was named a finalist for “Best Multi-Platform Video Campaign.” This category awards an ad campaign, integrated across two or more video-supported channels, that successfully achieved campaign goals.
The Digiday Video annual awards competition recognizes the companies, campaigns and technologies that have used video to modernize media and marketing.
Best Multi-Platform Video Campaign Finalists:
- SYFY and Toyota: “Deadly Class”
- The Content Collective, Viacom Velocity and McDonald’s: “Wake Up Breakfast”
- Schafer Condon Carter and the Chicago Cubs: “Everybody In”
- KERV Interactive & Carhartt: “Full Swing”
- Hulu: Hulu Live Sports campaign
- OMD and bubly: 2019 Super Bowl ad
KERV x Carhartt: “Full Swing” Interactive Video Campaign
Carhartt partnered with KERV to lift its existing “Full Swing” video campaign to become an interactive experience for consumers. By utilizing KERV’s technology, Carhartt was able to distribute thousands of unique video creatives that drove over 53x higher user engagement, 15.4x higher CTR compared to standard in-stream and 2x spent with the brand.
The data-driven video campaigns were delivered programmatically via desktop and mobile and provided a website-like experience for users to learn more about the brand, specific products as well as click-to-shop. Each object was able to be uniquely identified, assigned text and linked.
KERV increased the video’s engagement opportunities by more than 2,000% while creating 34 unique click-throughs for the products featured. For reference, standard in-stream video can only produce one or two clickable points for an entire :30 second creative.
KERV’s object-level image recognition and categorization, along with over 15 action-based metrics, provided actionable insights around how audiences actually engaged with the brand. The interactive intelligence allowed for each item in the creative to be optimized and retargeted to unique intender groups for enhanced optimization.
Additionally, Carhartt was able to strategically analyze creative performance and understand the consumer journey through qualified, interactive insights and object-level data visualization.