Case Study: Overstock expands readership and drives brand engagement with Onclusive

How Overstock Uses Paid & Earned Media To Drive Brand Engagement

Overstock, a billion-dollar online retailer and blockchain company, faced the challenge of turning high-value earned media into predictable, measurable reach during major sales events. To amplify and target its strongest stories, Overstock partnered with Onclusive and used Onclusive’s content amplification solution (leveraging AI/ML, Power of Voice™, and PR Attribution™) to gain control and measurability over earned media distribution.

Onclusive fused earned content with paid native and social advertising to precisely target U.S. women 24–54 with $100K+ household income and promoted two key articles (a MyDomaine “8 Overstock Shopping Secrets” piece and a CNN Customer Day story). Using Onclusive’s measurement tools, the MyDomaine campaign achieved 57 seconds average active attention, 60% completion rate, 3,740 new unique readers and a 57% lift in shopper interest, while the CNN campaign drove strong click-throughs to sale pages, with 54% new shoppers, 91% learning about Customer Day for the first time and 83% becoming interested—demonstrating Onclusive’s ability to increase reach, engagement and event-driven sales.

Overstock

Mark Delcorps

Senior Director of Public Relations