Blain's Farm & Fleet

OVERVIEW:

With five locations in the Chicago market, Blain's Farm & Fleet was looking to increase its online presence and increase their website traffic from outside of their traditionally strongest ZIP codes.

STRATEGY:

Prior to 2012, the company had only advertised on television, but to achieve their goals, Blain's added pre-roll and in-banner video advertising on Xfinity.com to their marketing plan. To garner as much co-op advertising funding as possible, Blain's Farm & Fleet features multiple vendors in most of their campaigns, and many campaigns per year (for example, 40 campaigns ran in 2012). Comcast Spotlight developed a fast-turnaround system to ensure their online advertising components mirrored the current television messaging. A dedicated URL for each campaign showed how they were impacting online traffic.

SUCCESS:

  • 12.5 million+ in-banner video impressions; 431,000+ views; 22,000+ click throughs.
  • 2.9 million+ pre-roll video impressions; 49,000+ click throughs.
Back to top