Total Video Strategy — Case Study

The Challenge

In today’s fragmented media landscape, consumers constantly switch between TVs, streaming platforms, and digital devices. For brands like Razor, Zevo, and DermTech, the challenge was clear: How do you create a unified marketing strategy that effectively captures attention across these diverse touchpoints? Traditional, siloed advertising approaches no longer suffice. These brands needed an integrated Total Video strategy to ensure consistent reach and engagement across all screens.

The Solution

Diray Media developed tailored strategies for each brand, focusing on reaching a wider audience while differentiating these products through creative and strategic media placements. Our multi-channel approach included:

Unified Strategy

For brands like Razor and Zevo, we blended linear TV with Connected TV (CTV) and YouTube to create a cohesive campaign that maximized exposure. Linear TV provided broad reach, while CTV and YouTube allowed us to precisely target specific audiences, such as parents and tech-savvy consumers, increasing brand visibility across both traditional TV and modern digital platforms.

Cross-Platform Consistency

For DermTech, we ensured that messaging remained consistent across all platforms, reinforcing brand recall and encouraging action. This seamless journey guided viewers from initial awareness to consideration and conversion, creating a stronger connection with potential customers.

Dynamic Optimization

Throughout the campaigns for Razor, Zevo, and DermTech, we continuously monitored and adjusted ad placements based on performance data. This allowed us to increase frequency among high-performing segments, ensuring that each channel was optimized for maximum impact.

Total Video Funnel Approach

Our Total Video strategy created a cohesive experience that guided potential customers from awareness to conversion. This multi-channel approach ensured consistent messaging and maximized the opportunity for engagement at every stage of the sales funnel, from broad awareness to targeted re-engagement and purchase.

Two screens · One moment Two phones in hand in front of a TV showing live sports

Measured Results

Our Total Video strategy delivered impressive results, highlighting the power of a multi-channel approach when executed in synergy.

Razor

+59%

Achieved a +59% increase in revenue, driving a +34% increase in impressions at a below $5 CPM. When CTV was added, impressions surged by +85%, effectively targeting both kids and parents through a strategic mix of TV, CTV, and YouTube campaigns.

Zevo

+60%

Experienced a +60% increase in sales within the first week of launch and became a top 5 brand in its category over three years by combining linear TV and highly targeted streaming ads.

DermTech

-30%

Increased search interest by +57% and achieved a -30% reduction in cost per lead by integrating paid search with YouTube ads to drive both awareness and conversions.

The Takeaway

Diray Media’s Total Video strategy demonstrates the power of unifying linear TV, streaming, and YouTube to create a comprehensive, multi-platform approach that drives both reach and results. By seamlessly integrating these channels, we amplify brands’ messages and convert more viewers into loyal customers, turning multi-screen engagement into measurable growth.

Published case study: diraymedia.com/portfolio/maximizing-impact-with-total-video-strategy

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