Seasonal CPG Brand*: Holiday Positioning

The brand operates in one of the most competitive seasonal windows of the year. The core challenge was shifting away from a linear-TV-led approach, which no longer guarantees reach (particularly among millennial households) and toward Connected TV (Streaming), where attention has increasingly moved.

Historically, the category relied on linear TV to signal the start of the holiday season. As viewing behavior evolved, those moments migrated to streaming platforms, especially during shared, at-home holiday viewing.

*Brand name withheld due to client confidentiality.

approach

The core decision was to shift the focus of the campaign from Linear TV to Connected TV, while preserving the scale and emotional impact traditionally delivered by broadcast.

The strategy repositioned Connected TV as the primary driver of holiday reach and contextual alignment, with linear playing a supporting role.

  • The plan prioritized high-reach, premium, ad-supported streaming environments where holiday co-viewing naturally occurs, aligning brand presence with moments of family time, movie watching, and shared rituals through a mix of audience and contextual targeting.

  • Instead of relying solely on 15s & 30s run-of-network video, the strategy leaned into sponsorship-led placements to create deeper contextual alignment:

    • 2x Holiday movie sponsorships (Netflix & Amazon Prime Video)

    • Pause ads (Netflix)

    • Christmas movie collection takeovers (Roku & Tou.TV)

    These formats allowed the brand to feel part of the content, reinforcing emotional association with Christmas moments.

  • The media mix intentionally spanned multiple high-reach ecosystems:

    • Netflix & Amazon Prime Video for scale and cultural relevance (as the highest reaching platforms in Canada)

    • Roku to leverage the TV operating system and unique display placements

    • Broad RON 15s & 30s video placements to maintain frequency and coverage across Disney+, Rogers CTV networks, SRC, Netflix and Amazon Prime Video.

    This approach acknowledged that no single platform can deliver “TV-like” reach on its own.

  • Canada required a distinct approach across markets.

    In French Canada, the plan shifted toward native French-language platforms and programming, recognizing that Quebec audiences strongly favor local content over translated or global titles.

    That led to a Christmas movie takeover on Tou.TV, a hub for French-language content from Radio-Canada (SRC).

    This ensured cultural relevance vs. simple duplication of the English strategy.

ROLE

Led media strategy, partner selection, EN/FR split, and delivery pacing across Connected TV on Amazon DSP and DV360.

outcome

  1. National holiday coverage achieved across 6 premium CTV platforms.

  2. High-impact sponsorships and discovery formats drove consistent presence in key seasonal moments.

  3. Cultural relevance preserved across EN/FR markets via native French-language content.

  4. Overdelivered against plan (indexed above 120%).

  5. Incremental value and Brand Lift Study unlocked through strategic partner negotiations.

*actual performance metrics are not disclosed due to client confidentiality and compliance requirements.

Scope & Capabilities

  • Planned national Connected TV investment across a six-figure budget range, spanning multiple premium streaming platforms.

  • Activated campaigns through Amazon DSP and DV360, including audience strategy, pacing, and delivery oversight.

  • Led partner negotiations across Netflix, Amazon Prime Video, Roku, Disney+, Rogers, and SRC.

  • Secured incremental value through premium placements (First Impression Takeover, Interactive Video Ads), Brand Lift Study and negotiated added value.

  • Partnered closely with the planning team and vendors to align media strategy with creative and seasonal messaging.

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