Jackson Hewitt, the tax preparation service, faced the challenge of standing out against heavy-spending competitors during the brief, four-month tax season. Traditionally achieved through higher media spending, the company sought a cost-effective solution to increase brand visibility through share-of-voice.
Involved Media’s innovative solution started by identifying where, outside the most prominent places (think touchdowns and goal posts), the Jackson Hewitt audiences can be found. This led to a performance-based strategy that combined nimble buying and near-real-time reporting, with pivots into underutilized (read efficient!) platforms.
With the lowest TV CPM in the category (per iSpot.TV), Jackson Hewitt bested the #2 advertiser’s SOV, by 9 points at 71% lower spend, proving the old adage of saying more with less.