Fashion Brand Hits 93%
VCR
During March
Madness with
Contextual AI Solution
VTR
CTR vs. Benchmark
Objective
The brand set out to boost awareness and consideration during March Madness by connecting with trend-savvy, sports-following Gen Z audiences who value both sports and fashion culture.
Challenge
March Madness offers immense reach, with last year’s National Championship game peaking at 24 million viewers, an 89% increase from 2023. However, this also amplifies brand competition. Advertisers face the challenge of authentically standing out amidst the noise, ensuring they appear in the right content at the right time. For Gen Z, authenticity and timing are crucial.
Strategy & Execution
To create a meaningful presence during a high-attention moment, the brand partnered with Silverpush to activate Mirrors, its contextual AI solution. The campaign focused on YouTube content where fashion, sports, and Gen Z interests naturally overlapped. Ads were placed in NBA fashion videos featuring players known for their style, such as Jordan Clarkson and the brand’s own ambassadors.
The campaign also targeted content centered around streetwear labels like Supreme and Off-White and unboxing or product review videos related to new apparel drops and competitor launches. This context-first approach allowed the brand to be part of conversations that viewers were already engaged in.
Results
The campaign delivered a 93% VCR and achieved twice the average click-through rate. By showing up in content that blended cultural relevance with viewer intent, the brand turned a crowded moment into a high-impact win.
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