Smart hearing technology brand Nuheara amplifies awareness through innovative programmatic advertising campaign powered by Bench Connect.
Global leader in smart hearing technology Nuheara, has partnered with leading programmatic solutions provider Bench, for a dual focus of maintaining direct to consumer (DTC) growth while also increasing brand awareness in a competitive market.
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Through a strategic mix of Broadcast Video On Demand (BVOD), online video and native activity campaigns, Nuheara achieved a 50% uplift in search volumes across search engines for the Nuheara brand and an increase in brand awareness evidenced by brand uplift studies.
Nuheara had a 100% growth in search queries for its core product, IQbuds2 MAX and the company reported its FY21 sales being up 517%.
Headquartered in Perth, Australia, Nuheara produces true wireless, active noise cancelling, hearing buds that provide an affordable and accessible solution for people at the early stages of their hearing health journey.
Scott Forrest, Digital Marketing Director at Nuheara, says the company was in the market for a solution that went beyond the limitations of traditional media and press, to target their niche customer profiles.
At the same time, they had a complex buyer’s journey of over five touch points across various digital and social channels. They were also facing rising costs across traditional digital marketing channels like Facebook and Google, where they usually spend most of their marketing dollars.
Mr Forrest says, “Our core avatar is a male 45 to 65 and they fall into two groups; those that are aware they have mild to moderate hearing challenges and those that aren’t aware. You can’t buy that data set from somewhere, because it doesn’t exist. We have to layer multiple third party data sets over that to refine the targeting, which we certainly could never do on traditional broadcast media.”
“So we had really specific target audiences that other traditional media, whether it be television, radio or press, couldn’t target. And traditionally in digital marketing, we measure everything. You can’t do that easily with terrestrial television or radio, but we can do that with programmatic Broadcast Video On Demand.”
Nuheara turned to Bench to efficiently and programmatically layer a more robust demand generation advertising solution over its digital marketing capability.
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Importantly, Bench solved the major challenges Nuheara faced with buying linear/traditional television by delivering TV programmatically and therefore layering first-party and third-party data for far more precise and relevant targeting. This targeting approach was mirrored across all of the programmatic channels that Bench ran on behalf of Nuheara. Ensuring relevance and therefore efficiencies across the entire campaign.
He says, “With Bench, we can get far more precise targeting across programmatic broadcast video on demand, programmatic native and programmatic with video, using first-party data and third-party data.”
Forrest says he chose Bench over other providers due to his previous engagement with the team and was confident with how they worked, trusted their team and knew they had a proven track record of success.
Mr Forrest says, “The team at Bench have always been innovators, and they have always been at the cutting edge of programmatic progress. They are innovative in their product offering around programmatic and were the first provider for us that got broadcast video on demand (BVOD) right. They are the first agency we came across that just ‘get’ programmatic and have got digital out of home right.”
“We could clearly see immediate month on month growth for two of our core search terms; Nuheara and IQbuds2 MAX. Nuheara had a 50% increase and IQbuds2 MAX had an increase of 100% in search queries across the search engines during the initial test in Australia. We started rolling out the same campaign in North America.”
Esther Carlsen, General Manager at Bench, says Nuheara’s results reaped from their recent campaign leveraging Bench’s capabilities, showcases how powerful programmatic solutions can be in today’s fragmented digital marketing and advertising ecosystem.
“The results Bench delivered in partnership with Nuheara speak for themselves. Whilst we aren’t surprised that TV and video have a positive impact on sales, it’s exciting to be able to demonstrate that delivering these programmatically is an effective option for marketers.
“Combine all of this with the flexibility that programmatic provides to move budgets between channels with zero penalties, based on real-time results, and you can start to see how programmatic delivers clear benefits.”
As a fast-growing global brand, Nuheara was the first consumer wearable company to list on the ASX and crowdfunded its first-generation product, IQbuds. They are now up to their third generation of wireless earbuds, IQbuds2 MAX, that won TIME Magazine’s Top 100 Inventions of 2020.
In the future, Nuheara hopes to scale globally into their key markets by leveraging Bench’s programmatic solutions. Their core market is North America, with Australia, New Zealand and the UK providing great sales volume in support.
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