Tiger Balm

The Challenge

As the agency of record for Tiger Balm in the U.S., E29 Marketing partnered with Goodway, our trusted media partner, to expand Tiger Balm’s reach. Known for its pain relief products favored by athletes and high performers, Tiger Balm aimed to capture the attention of both Olympians and viewers during the 2024 Olympics. However, securing premium CTV inventory like the Olympics has traditionally required direct publisher deals with high costs, strict minimums, and lengthy lead times.

The Strategic Solution

Working with Goodway and leveraging their longstanding partnership with The Trade Desk, we discovered that CTV ad spots for all 39 medal events were now available for programmatic purchase through this demand-side platform. This new accessibility meant we could reach the Olympics audience with unprecedented flexibility. Together, we developed a tailored recommendation for Tiger Balm to seize this high-visibility opportunity. Embracing our strategy, Tiger Balm incorporated the Olympics CTV ads into their media mix, which already included display, audio, out-of-home, paid social, and paid search. By using a dynamic CPM, we added a cost-effective and time-saving approach to amplify Tiger Balm’s brand awareness on a national scale.

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The Impact

For 19 days during the Olympics, our programmatic CTV ads for Tiger Balm generated impressive results. Display ads saw a 14% decrease in eCPA, driving nearly 11% more site activities. Retargeting spiked by 32%, underscoring the campaign’s impact on conversion rates. This uplift in performance, achieved in such a short time, demonstrates the value of our Olympics CTV strategy as a powerful addition to Tiger Balm’s media presence.

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