Life At Nexxen with Jessie Brickner
August 30, 2024
Partner Spotlight with Raphael Rivilla
We recently sat down with Raphael Rivilla, Chief Media Officer, from Marcus Thomas to discuss their award-winning campaign with Troy-Bilt. Read more of our conversation below:
Congratulations on your big Digiday Content Award win for Best Interactive Content Piece for Troy-Bilt’s “Low, Slow and Mow” campaign!
Voice-to-Action (VTA) is a fresh innovation in CTV which is just starting to get traction with brands; what excited you most about using VTA for this campaign?
Marcus Thomas and Troy-Bilt have always leveraged new technology as part of our test and learn budgets. We were the first Outdoor Power Equipment company to leverage Watson’s AI when it first came out, so when we heard about this new extension of CTV as a way to distribute our Low, Slow, and Mow recipe content, then it was a no-brainer. We could literally send our recipes to interested consumers from the CTV prompt.
Can you speak about how you collaborated with Nexxen Studio on developing your creative assets?
Marcus Thomas media and creative leads worked together with the Nexxen Studio team to ensure the holistic look and feel of the Low, Slow & Mow campaign was captured in the Voice-to-Action CTV unit. The branded frame was refined to ensure the animation and introduction of the voice invocation was cohesive with the Troy-Bilt brand asset, resulting in a comprehensive viewing experience for consumers with this first-to-market approach. In partnership with both Nexxen Studio & Say It Now, Marcus Thomas also provided creative direction on the script for the Alexa skill which ultimately redirected viewers to the landing page to view additional recipes.
When we heard about this new extension of CTV as a way to distribute our Low, Slow, and Mow recipe content, then it was a no-brainer.
When we heard about this new extension of CTV as a way to distribute our Low, Slow, and Mow recipe content, then it was a no-brainer.
Your campaign obviously resonated with audiences, so what was your approach to ensuring that this creative was activated programmatically in a way that would achieve your desired results?
We have specific target audiences for Troy-bilt so we ensured that our CTV spots targeted these audiences while layering in audiences that engaged with voice-assistants.
What is one piece of advice you’d give to other agencies when they plan cross-platform campaigns?
Think about the value exchange and the consumer journey and how you can deliver content of value, first. Second, make sure the content can be modular so it can be distributed and shared across various formats. The addition of AI in platforms to customize your existing content to dynamically fit platforms and audiences makes it even easier now.
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