Birch Tree Captured
Competitor Screen Time
& Boosted VTR by 42%
Unique Users Reached
VTR Uplift vs. Benchmark
increase in Ad Recall
Objective
In a saturated market filled with competitors and consumers with diverse tastes, Birch Tree wanted to boost awareness of its immune-boosting milk powder and reach consumers at their receptive moment across digital screens.
Challenge
With over 60% of Filipino viewers reaching for their phones during TV commercials, traditional TV ads alone were insufficient. Birch Tree needed a way to capture a distracted audience at the perfect moment and outshine competitors who dominated legacy channels.
Strategy & Execution
To intercept attention in real time, Birch Tree deployed Parallels, Silverpush’s AI-powered intelligent sync technology.
Parallels detected competitor TV ads as they aired and instantly triggered Birch Tree’s digital campaigns on mobile devices. This real-time sync strategy allowed the brand to reach users at the exact moment their attention shifted from the TV to their phones, ensuring greater visibility and relevance.
By leveraging second-screen behavior, Birch Tree didn’t just run a campaign—it engineered moments of meaningful connection.
Results
The campaign made a significant impact. Birch Tree reached over 1.8 million unique users across digital platforms, cutting through the noise with strategic second-screen targeting. View-through rates surged by 42% compared to industry benchmarks, while ad recall increased by 5.4%, a clear sign that the campaign resonated. With 3,103 contextually synced ad triggers deployed in real time, the brand captured attention precisely when it mattered most—turning distraction into high-value engagement.
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