Case Study: Tiger Balm boosts lower-funnel performance with Goodway Group

Tiger Balm boosts lower-funnel performance with Goodway Group

Tiger Balm, a topical pain relief brand, faced the challenge of accessing premium advertising inventory during the Summer Olympics. Purchasing CTV ad spots directly from a publisher was historically difficult due to long lead times, high minimums, and other hurdles. Partnering with their agency E29 Marketing and vendor Goodway Group, they sought an effective way to advertise to Olympians and viewers.

The solution, implemented by Goodway Group, was to purchase CTV ad spots programmatically through The Trade Desk. This cost-effective strategy, added to Tiger Balm's existing media mix, resulted in a significant lower-funnel halo effect during the 19-day campaign. Goodway's efforts led to a 14% decrease in eCPA, nearly an 11% increase in site activities, and a 32% spike in retargeting activities, directly attributable to the Olympic CTV advertising.