Launchpad: Content Discovery Through Social Targeting

In an era where digital advertising is increasingly complex and data-driven, Turner Ignite stood at the vanguard of innovation and strategy. As a specialized division of Turner’s ad-sales business, Turner Ignite focused on delivering cutting-edge, data-driven advertising solutions to brands and marketers.

One of Turner Ignite’s most noteworthy products, Launchpad, exemplifies this approach by providing brands a comprehensive solution for not just creating sponsored videos, but also effectively distributing them across social platforms to targeted audiences.

In connect with Turner Ignite, we helped educate the broader Turner Ad Sales team, and bring Launchpad to market.

Launching Launchpad

In an ever-changing advertising landscape dominated by social media, brands were struggling to target their audience effectively. Turner recognized the gap between brands’ desire for intelligent, data-driven targeting and the actual tools available in the market to achieve these objectives. There was a need for an ad product that not only leveraged Turner’s expansive reach but also offered advanced analytics to deliver highly targeted and resonant content.

Our objective was two-fold:

1. To offer brands a reliable way to distribute their sponsored videos created by Turner companies, reaching a wide audience through Turner’s social portfolio.
2. To assure salespeople are equipped with the necessary knowledge and confidence to introduce Launchpad as a comprehensive solution for social video advertising.

Strategy and Approach

Our strategy involved showcasing Turner’s unique strengths—our storytelling prowess and a vast audience reach of 540 million fans, among others—while incorporating cutting-edge targeting capabilities. The goal was to introduce Launchpad as a comprehensive, data-driven solution that simplifies the complexity of social media targeting.

Through concise messaging and appealing visuals, we explained how Launchpad uses data analytics to create ‘tribes’ or groups of like-minded individuals. This segmentation allows brands to resonate more deeply with their target audience.

Execution

While Turner Ignite began by educating Sales teams with early access to the product, we focused on tone, identity and began developing a synopsis film. The video helped bring an abstract concept into concrete terms, providing internal stakeholders as well as prospective clients a tangible sense of how Launchpad could impact their business positively.

Additionally, to introduce Launchpad to the marketplace, we crafted a multi-channel marketing plan that consisted of:

1. Sales Decks: Visual and content-rich presentations that provided an in-depth look into Launchpad’s features and benefits.
2. Custom Case Studies: Real-world examples of how Launchpad was successfully implemented to solve specific audience targeting problems with Turner’s own initiatives.
3. Microsite: A dedicated website hosting FAQs, testimonials, and detailed guides on how to maximize the benefits of Launchpad’s features.
4. Additional Collateral: Brochures, one-pagers, and other informational pieces to round out the product introduction.

Later, we introduced Lower-Funnel Products, new units to help with lower-funnel business goals like direct sales and lead generation, establishing itself as a full-funnel strategy provider, as well as Performance Guarantees: Launchpad went ahead to offer guarantees on 30-second views across social platforms, an ahead of its time feature, adding a unique selling proposition to its suite of services.

Additional Steps

Post-launch, we initiated an educational and thought leadership series aimed at further positioning Turner as an expert in the field of social media advertising. This involved webinars, workshops, appearances on panels and at industry events by Turner Ad Sales leadership, as well as articles in trades explaining the nuances of modern-day social media targeting and how Launchpad addresses these challenges.

Conclusion

The Launchpad launch was not just about bringing a product to market; it was about establishing Turner as a solution provider in the social media advertising space. The multi-channel approach ensured comprehensive market coverage, and the strategically designed video served as an effective visual centerpiece to a well-thought-out launch strategy. Since its introduction, Launchpad has succeeded in bridging the gap between brands and their target audiences, offering a streamlined, data-driven method for social media advertising.

As of 2020, Launchpad had grown exponentially, executing nearly 1,400 campaigns for advertisers. By offering performance guarantees and the ability to measure outcomes such as brand and sales lift, Launchpad has effectively positioned itself as a results-oriented partner.

With the increasing pressure to link marketing spend with revenue, Launchpad has stayed ahead of the curve by continually evolving its product offerings. It expanded its distribution reach to addressable TV and OTT audiences, further showcasing its adaptability and commitment to driving client success. Most recently, it has continued its growth, growing its audience and offering its products globally.