But Frank & Oak negotiated with the provider to launch a pay-per-acquisition video campaign, the first that SourceKnowledge has done. Online pre-roll video, like TV, is dominated by brand awareness and perception campaigns, and that’s what SourceKnowledge has mostly worked on. That puts it at the leading edge of the trend in small and mid-size businesses working directly with programmatic vendors, rather than going through an agency or trading desk. In programmatic, it works directly with Montreal-based demand side platform SourceKnowledge to plan and execute campaigns. The team produces its own creative (see below) and runs it on YouTube, Instagram and other video platforms. Over the past six months, the retailer has been experimenting with targeted video advertising through performance ad networks, as well as programmatic and organic social. It lets Frank & Oak be “more three-dimensional,” Song says. Video blurs the distinction between branding and direct response. Online video fits the bill it lets Frank & Oak tell a brand story, but with the targeting and measurement that have proven so successful in display advertising. “We’ve been looking for channels where we can be as targeted as search or banner ads, but with more of a brand feel and taste.” So Frank & Oak has been looking for ways to combine brand advertising and digital direct response tactics. “We just realized that what was powerful for us was the brand,” he says. In fact, Frank & Oak CEO Ethan Song has come to realize that the strongest tool he has to drive success in direct marketing is actually the brand itself.īrand ads drive sales, he says - not indirectly through some vague potential purchase at some point in the future, but with actual clicks and dollars spent. But it’s also built a strong brand as one of Canada’s hippest menswear stores. With deep roots in e-commerce, the core of Frank & Oak’s marketing has always been lead generation and acquisition through performance-oriented channels like search, paid social and retargeting.
#Smalland oak vedbo tv
As an up-and-coming retailer with a focus on data and customer relationships, it doesn’t have a lot of margin to push at mass TV campaigns – but what advertising it does do, goes a very long way.
With online marketing, Frank & Oak likes to play its cards close to the chest.
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