Kohler hits a century with Disney+ Hotstar’s ConnectedTV offering during the ICC Men’s T20 World Cup
ConnectedTV (CTV) advertising is shaping the adtech world significantly by making it easier for brands to reach families at scale. It is a boon for brands that deal with home improvement, especially those in the luxury category, like Kohler.
Disney+ Hotstar has been a part of Kohler’s marketing strategy for a long time. Before the T20 World Cup, Kohler ran the #NotJustAnyBathroom campaign. It strategically amplified Koher’s exclusive range of luxurious bathroom fittings using the platform’s most viewed entertainment properties. The high-impact properties selected for the association had a premium viewership among the brand’s target audiences of 30 to 55-year-olds.
Next, Kohler experimented with the CTV capabilities of Disney+ Hotstar.
The campaign was strengthened during the T20 World Cup, where the viewers were targeted via Kohler’s 20-second humour-filled ads. The strategic move helped the brand leverage India’s love for cricket. 
The Strategy And Execution
The platform identified the T20 World Cup as the event with high CTV viewership, most likely watched by the target audiences of Kohler, which primarily consisted of affluent 30 to 55-year-olds. Further, it was the perfect opportunity for the brand to reach families at scale as they would be watching the game together on the television at home.
Factors like the presence of Kohler’s core audience on Disney+ Hotstar, the popularity of the T20 World Cup, the possibility of custom-targeted ads on CTV and prior success on the platform facilitated the decision.
With a strategic CTV approach, Kohler was able to reach premium, urban, affluent audiences who are most likely to be inspired to create beautiful intimate spaces with the brand’s most luxurious bathroom fittings.
Client Speak
Results
The strategic adtech innovation helped Kohler achieve a significant uplift in brand awareness, favourability and purchase intent among its target audience of 30 to 55-year-olds.
