Case Study: WD-40 Achieves Millennial Brand Awareness with Telaria

WD-40 Brand Successfully Executes First Connected TV Campaign in Partnership with Telaria and BVAccel

WD-40 Brand, known for its iconic multi-use product, wanted to reach a new generation of millennial professionals in automotive, construction, farming, industrial, and enthusiast segments. To do so, the company turned to Telaria and BVAccel and chose connected TV (CTV) instead of a traditional TV campaign to improve brand awareness with a more targeted, premium video advertising approach.

Using Telaria’s platform and BVAccel’s guidance, WD-40 hand-selected premium CTV inventory and applied advanced demographic and psychographic targeting to reach the right audience in brand-safe environments. The campaign delivered over 1,020,000 CTV impressions with a 93.45% average video completion rate, and WD-40 said it was pleased with the reach, specificity, and cost efficiency achieved through Telaria, leading the brand to plan additional CTV investment.

WD-40

Patricia Olsem

SVP and General Manager