Case Study
Polestar electrifies CTV with data-powered campaign
“Quantcast’s CTV campaign, thanks to dentsu's Merkury audience and Brand Lift Live, allowed us to effectively connect with our audience, increasing visibility and awareness of Polestar with tangible results.”
Maurizio Salerno, Head of Marketing and Events, Italy, Polestar
Awareness lift (in last week of campaign)
Owned by Volvo Cars, Polestar is the Swedish electric performance car brand determined to improve society by using design and technology to accelerate the shift to sustainable mobility.
Industry
Automotive
Brand
Polestar
Product
BLL, CTV, Quantcast Advertising Platform
Challenge
Polestar set out to spark interest in the new electric Polestar 4 Coupe SUV by delivering high-impact CTV ads to the most relevant audience.
Solution
Leveraging the partnership between dentsu and Quantcast, Polestar drew on the agency’s proprietary offline audience panel (CCS) to build their ideal audience, then applied Quantcast’s AI and machine learning models to find the right consumers in Quantcast’s CTV inventory. To track the impact the campaign had on these audiences, Polestar ran an awareness study with Brand Lift Live by Quantcast™ (BLL).
Results
The insights obtained from BLL enabled the campaign to be optimised in terms of frequency and sociodemographic data. Thanks to these optimisations, it was possible to achieve a 93% completion rate. The awareness lift went from 9% in the first week to 25% in the last week—a 3x increase in lift.
From Insights to Optimizations:
Polestar learned that the highest lift was recorded in the 45-64 age group and those with children. The best performance occurred with higher frequency of 5-10 exposures in the 12-day campaign.
