Shoppers earn rewards.
Fetch captures Super Bowl demand.

Focused on extending brand awareness and reach to more audiences, the team at Fetch invested in search results campaigns in the months leading up to their TV investment during the Super Bowl. To protect their leadership position and capture strong intent on the App Store, they focused investment on brand campaigns, actively adjusting budgets and optimizing keyword bids based on impression share performance. With this always-on strategy focused on brand ownership, Fetch stayed top of mind with high-intent audiences and ahead of the competition consistently.

“We never want to lose any share of voice to competitors, but that’s especially true during a big marketing moment. That’s why, leading up to the Super Bowl, we ran several weeks of tests with search results campaigns to better understand how much we had to invest to get as close to 100 percent impression share on our brand terms,” says Fetch Associate Director of Performance Marketing Abby Patton. “This testing and consistent investment in brand ensured that we were best positioned to capture the increased demand on the App Store that we created with our TV commercial.”

The Fetch team wanted to introduce the massive Super Bowl audience to how their brand rewards users for what they’re doing. Their 30-second television ad highlighted “The Big Reward,” a first-of-its-kind experience that extended the TV viewing experience to a second screen. After the game’s fourth quarter two-minute warning, Fetch gave away $10,000 to 120 winners — one for every second of remaining regulation game time — with a livestream in their app, delivering rewards directly to fans for simply tuning in to the game. “More than a giveaway, The Big Reward was a moment to engage millions of viewers and show them how Fetch rewards behavior, so it was a campaign really rooted in what our app offers users,” says Fetch Chief Marketing Officer Birk Cooper. “With a live countdown, real-time winners, and $1.2 million on the line, Fetch wanted to turn passive viewers into active participants, putting our app at the center of game-day excitement.”

To ensure that they maximized downloads and protected their brand from competitive challenges, the team at Fetch combined Today tab ads with increased investment in their brand campaigns on Super Bowl Sunday. Today tab ads positioned their brand prominently on the front page of the App Store, reaching millions of people.

“We view the App Store as our storefront, and anytime we drive customers to the place where they can get our product, we make sure that the experience is as optimized and powerful as possible,” says Fetch SVP of Growth Marketing Krishnan Menon. “Our integrated Apple Ads strategy made it as easy as possible for a user to find our brand on the App Store — whether that was at the top of search results for our brand terms or when they opened the App Store and couldn’t miss us front and center on the Today tab.”

In fact, Fetch drove 11 million impressions with their Today tab campaign on Super Bowl Sunday. Additionally, they saw over 91 percent impression share for their brand terms. Brand search volume increased by 7249 percent during the Super Bowl compared with the previous Sunday, while their organic and Apple Ads downloads both increased 5084 percent.