Correcting A Media Plan To Drive True Performance

Avrio faced a sales plateau with their previous agency, prompting Diray Media to step in with a fresh strategy. After a pre-launch audit, we tightened dayparts, refined channel targeting, and introduced longer creatives to boost awareness and sales.

The Challenge

Avrio faced a significant sales plateau while working with their previous agency, primarily due to an ineffective rate structure that was unable to support a year-round awareness strategy. This lack of sustained visibility hindered their ability to generate consistent consumer interest and drive long-term sales growth. Without a comprehensive approach to maintain brand awareness throughout the year, Avrio struggled to break through the competitive market and scale their efforts. The challenge was to develop a more robust media strategy that could sustain continuous engagement, increase brand recognition, and ultimately boost sales.

The Solution

To address the sales plateau, we began by conducting a thorough pre-launch audit of Senokot’s existing media strategy. This audit revealed that the current approach lacked precision in both dayparting and channel selection, limiting the campaign’s effectiveness. Armed with these insights, we developed a new, optimized daypart and network mix that allowed us to reach the target audience at more strategic times, when they were most likely to be engaged.

In addition to refining the timing and placement of media, we recognized the importance of education in driving consumer action. To that end, we introduced longer-length creatives for TV, providing more time to clearly communicate Senokot’s benefits and differentiate it from competitors. This educational approach helped to deepen consumer understanding, increasing the likelihood of conversion and improving overall campaign performance.

The Results