Touch of Modern, a members-only e-Commerce retailer specializing in men’s lifestyle products and apparel, was featured in a national TV advertising campaign launched by the Video Advertising Bureau (VAB). Touch of Modern upped its TV ad spending from $852,000 in 2017 to $33.9 million in 2018, with the retailer boosting overall revenue $50 million (33%) in that span.
VAB selected Touch of Modern and Peloton, an exercise equipment and media company, as the DTC brands to spearhead the campaign. The campaign highlights DTC companies that have been successful from advertising on TV. As a category, the 125 companies added $1.4 billion to the TV marketplace last year, according to the VAB.
This is the second national TV ad campaign the six-year old retailer startup has been a part of, with the previous campaign being launched after forming a partnership with Marketing Architects, a Minneapolis-based advertising agency. The retailer’s first TV campaign launched in 2018.
“At the time, we had no expectation as to performance — it was more of a bet,” said Jerry Hum, CEO and Co-Founder of Touch of Modern in an interview with Retail TouchPoints. “Not only did that perform well for us, it also opened up a whole new channel for us, at a volume that was comparable and larger than marketing on the web. It alleviated the pressure on the existing channels as well. We actually just pushed a new TV spot that first aired in October.”
Viacom Velocity, a branded content studio, produced the 2019 campaign, which will air on more than 50 TV networks in almost every local TV market for at least 15 weeks. The ads appear on TV, video on demand, online, mobile and streaming “TV Everywhere” apps.