Palmer’s, the beloved skincare and haircare brand from E.T. Browne Drug Co., has been trusted for generations for its high-quality, treatment-oriented products with natural ingredients. With iconic lines like Cocoa Butter Formula and Coconut Oil Formula, Palmer’s continues to evolve its marketing strategy to meet modern consumer habits. Since 2022, Palmer’s has partnered with The Sasha Group as its agency of record to drive brand awareness and expand its reach.
As streaming TV becomes an increasingly vital part of Palmer’s media mix, the brand recently partnered with Universal Ads to test a new approach to CTV advertising. We sat down with leaders from Palmer’s – Rebecca Browne, Vice President of Marketing and Dalia Levi, Senior Director of Digital & Shopper Marketing – and The Sasha Group – Jason Loomis, Senior Vice President of Media, Alyssa Healey, Director of Media, and Sarina Rizzo, Manager of Media – and Universal Ads – Melissa Greenberg, Head of Partnerships and Product Solutions – to discuss their experience, the results, and what advice they have for other brands exploring the world of multiscreen TV.
Sasha Group: Yes, this was our first campaign with Universal Ads. Universal Ads provided access to high-quality streaming inventory across several premium publishers via a self-serve system at highly efficient CPMs. A primary objective for Palmer’s is to achieve efficient mass reach, and we consistently work with partners who can provide the most cost-effective connections while maintaining the level of quality of the inventory in which our ads appear.
Sasha Group: Our campaign was able to scale at a very efficient CPM, much more efficient than we had originally anticipated even with demo targeting.
Palmer’s: Multiscreen TV allows us to reach millions of viewers at once, including demographics that may not be as active on social media. This broad exposure is key for building national awareness. We believe media served on a larger screen enables high-quality storytelling.
Sasha Group: One of the biggest challenges is keeping up with the very quickly evolving video landscape, especially as viewership moves quickly from traditional TV to streaming TV and the landscape becomes increasingly fragmented.
Educating clients who are stuck in their ways of traditional media mixes to invest more in social or streaming TV can take time. Palmer’s is a great example of a brand that has evolved with the times, evolving a heavier traditional TV media mix to a heavier streaming video mix.
Palmer’s: Traditional linear TV has a unique ability to command collective attention – with viewers focused on a single screen at the same time, unlike the fragmented engagement of individuals scrolling through content at different moments throughout the day – making it especially powerful for amplifying key product launches or seasonal push comms. Based on historical results, TV tends to deliver a more immediate ROI.
Sasha Group: There are very cost-effective ways to activate video to gain mass efficient reach on the biggest screen in the house. Self-serve options with no campaign minimums like Universal Ads are making premium inventory on the TV screen even more accessible to brands of all sizes.
A common barrier for smaller brands activating on multiscreen TV is creative production. There's a misconception that big-screen video assets require highly produced TV commercials. However, a significant opportunity exists to repurpose top-performing social creative for TV and to enable these smaller brands to access tools to build, test, and launch TV commercials. To address this, Universal Ads recently launched a partner program allowing brands to tap into creative capabilities from leading providers to more easily build and test TV-ready commercials or modify existing creative to reach new audiences.
Universal Ads: We recognize that traditional TV advertising has been a complex and expensive process – so with this in mind, Universal Ads was born out of the desire to democratize TV ad buying so brands of all sizes can harness its power and results. Our platform was built in a way that mimics social ad buying, hoping to make it easier for brands that haven’t yet tested the waters with TV and give them the tools to plan, buy, create, and measure in a simple way.
Sasha Group: The UA team was incredibly helpful from campaign kickoff to campaign wrap up! They were communicative and transparent with platform updates and recommended optimizations. Weekly calls and hands-on help ensured that our team was very comfortable with the platform and felt well supported.
Palmer’s: TV, when paired with digital media, enables us to reach a wider audience, build brand equity and drive awareness.
Connect with us today to learn how to grow your business on the big screen and get results like this for your brand.
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