23andMe is a personal genomics and biotechnology company that offers direct-to-consumer DNA testing service. Customers provide a saliva sample and results are posted online along with an assessment of inherited traits, genealogy and possible congenital risk factors.
The brand had developed a level of sales success with a mix of digital ads and paid search. However, to expand brand awareness and sales, would television efficiently drive positive metrics?
Ionic created a four week test and learn Direct Response TV strategy based on the psychographic of the likely buyer and a cost-per-order goal to measure TV effectiveness. A dedicated dashboard that married min-by-min sales tracking with the TV schedule provided the client and agency full transparency.
The four week DRTV test was a success based on ROI goals. The client has continued executing DRTV to drive awareness and sales. Total weekly sales have, on average, doubled prior to TV on-air.