Dickies wanted to promote the launch of select new Dickies workwear products featured in select Target stores. The retail brand was aiming to boost awareness and increase engagement at scale, specifically within key markets across Texas.
To achieve reach in the target market of Texas, Dickies leveraged Spaceback’s technology to transform social media videos into premium Social CTV ad experiences using Spaceback’s new CTV Launchpad platform across top platforms including Vizio, Hulu, and Pluto. Dickies chose to leverage creator content to reach Target shoppers and expand brand awareness about the partnership.
Using Spaceback’s seamless platform, Dickies produced a suite of authentic creative for the big screen, allowing Dickies to maintain the feel of native social while scaling visibility into a new channel. With Spaceback’s CTV Launchpad platform, Dickies was able to build creatives quickly, making it easy to have creative variety and limit ad frequency.
The campaign exceeded expectations in terms of creative performance and regional infiltration. It achieved a TVQI score of 77, outperforming the 70 benchmark, indicating strong creative relevance, high viewability, and quality inventory placement. As a result of this campaign, Dickies generated 9,577 visits to the Dickies website. The variety of creatives that Dickies produced with Spaceback’s CTV Launchpad ensured that Dickies could maintain a low average frequency of two.
Dallas, Houston, and Austin emerged as the top-performing markets in both volume and efficiency, driving meaningful traffic and performance. Overall, Dickies surpassed its goals, and the awareness of its Target partnership certainly made an impact in the Texas market. The campaign’s strong site visitation, efficient cost metrics, and above-benchmark TVQI score showcased the power of combining social-first creative with localized, cross-platform CTV distribution.
