KERV Creates Breakthrough Interactive Campaign for Callaway Golf
Video experience transformed into heightened levels of engagement & commerce
KERV Interactive, a multi-award-winning interactive video company revolutionizing the performance of digital advertising with its patented technology, recently orchestrated a highly successful interactive video campaign for Callaway Golf, one of the world’s leading golf equipment and product brands. Through KERV’s patented video platform, Callaway transformed videos about its new golf clubs (JAWS MD5 Wedges) into interactive experiences for consumers.
Utilizing object-level identification, each unique Callaway club in the video creative was wrapped with interactivity and assigned a category, unique text, data and links to provide in-depth understanding and actionable insights. With over 15 action-based proprietary metrics, KERV’s interactive intelligence allowed the brand to strategically re-target based on unique interactions per object.
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Also, KERV split video distribution between Baby Boomer/Generation X and Millennial/Generation Z audiences to obtain data showcasing exact product interest by age group and club category. KERV more than quintupled (5x) the anticipated click-through-rate and cut the bounce averages in half, so that the clicks that were driven were qualified. The campaign also generated an average time of :38 seconds spent with the brand, exceeding the :19 second industry benchmark by 100%.
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“This data-driven video campaign was delivered programmatically via desktop and mobile and provided a website-like experience for users to learn more about the brand, specific club attributes, history on design heritage as well as click-to-shop opportunities,” notes Marika Roque, COO of KERV. “We identified which golf clubs were of most interest to each age group and optimized the campaign accordingly to maximize relevance, resulting in unprecedented engagement.”
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