In September 2020, SimpliSafe ran its first-ever UK broadcast sponsorship and in the first month alone saw an impressive 30% increase in sales. Now, the home security brand announces that it will extend the successful partnership with Sky Media, brokered by Carat Manchester, for a further six months, where it will continue to be the exclusive channel sponsor of Sky Crime.
The extended partnership will continue to build awareness and interest in SimpliSafe home security and engage with consumers at the right time and in the right environment. Keeping the brand front of mind throughout the winter months – a key commercial period for SimpliSafe.
The renewed sponsorship with Sky Crime will run from the 8th January until the 4th July and will later expand to include sponsorship of Discovery’s ID channel, AMC Networks International – UK’s CBS Justice and A+E Networks UK’s Crime+Investigation channel from April until June 2021; aligning perfectly with the most chilling and thrilling crime content Sky has to offer.
The initial partnership, which started in September 2020, saw sales and brand metrics dramatically increase. Also heightened by Black Friday sales, some of the key successes in this period include:
Uplift of 117% on brand traffic metrics in the first month with new users up by 20%
Direct traffic increasing by 81%
Leads increasing by 70%
Traffic to website increasing by 37% on previous period average
30% uplift in sales on the first month of sponsorship alone
Outside of the channel sponsorship, the deal will also see SimpliSafe continue to advertise across Sky’s linear TV and VoD programming and utilise Sky Media’s Performance Solution, Sky AdVance and Direct Web Attribution technology to directly correlate website traffic and sales to the TV campaign.
Andrew Thompson, UK Head of Marketing at SimpliSafe, said: “Since the sponsorship – including the Performance Solutions aspect – went live in September last year, we saw an immediate jump in leads and traffic to the site from the previous two months where we had no TV activity. The baseline traffic and brand metrics both increased across sessions with leads and sales showing the effect of TV on the brand.”
Sarah Jones, Director of Planning at Sky Media, said: “It’s great to see that Sky Media’s blend of brand sponsorship and performance TV delivered such fantastic results for SimpliSafe. We’re delighted to have such a perfect brand fit for our crime content across our wholly owned and partner channels as well as continuing to drive short term sales across our digital and TV portfolio. It’s a perfect example of using TV to drive scale for growing brands.”
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