Eco-friendly household brand drives double-digit brand lift with Connected TV Campaign

Overview

A leading eco-friendly household brand set out to strengthen familiarity and positive sentiment among Canadian families. Partnering with Bell Media, the brand activated its campaign within Bell Media’s Connected TV (CoTV) environment, targeting parents and pet owners aged 25–54.

An independent YouGov Canada brand lift study was conducted to measure the results, comparing viewers who watch content on Crave via a smart TV app with those who did not. The findings revealed how Bell Media’s CoTV offering delivers not just reach, but receptive reach, putting ads in front of the right people, in the right setting, when they’re most open to the message.

Connected TV creates a receptive audience

Viewers exposed to the campaign through Bell Media’s CoTV platform reported higher enjoyment, stronger recall, and a deeper emotional connection than the control group.

This audience was especially responsive: enjoyment scores exceeded YouGov’s high-range benchmarks, even among those who had already seen the ad during the survey.

Families with both children and pets — the brand’s core audience — showed the greatest gains in familiarity and favourability, reinforcing how well-matched targeting and context can amplify results.

Key Results

The campaign resonated most with families who have both children and pets, households that likely face more day-to-day messes and align closely with the brand’s purpose. Within this audience, evaluation scores for both ad spots were notably stronger, and purchase consideration saw its highest lift among multi-child households.

Overall, exposure to the campaign had a clear, positive impact on brand perceptions. Viewers reached through Bell Media’s CoTV platform were significantly more likely to describe the brand as trustworthy, effective, and better for families, underscoring how the right context and audience pairing can strengthen emotional connection.

• +11% higher brand familiarity among Connected TV viewers
• +11% lift in brand opinion, reflecting stronger emotional connection
• +8% higher purchase consideration (directional), indicating movement toward conversion
• 2× higher ad recall vs. control
• Enjoyment and stated impact exceeded YouGov’s benchmark range for comparable CPG campaigns
• Brand perception improved across key attributes including trustworthy, effective, and better for families

The takeaway: Why it worked 

Bell Media’s CoTV offering proves that premium streaming delivers both scale and sentiment, getting your message to the right audience at the right time, when they’re most receptive.

The right audience – CoTV allows advertisers to tailor messages to specific households. In this case, targeting parents and pet owners meant reaching families who actively buy and use cleaning products, a perfect fit for the brand.

The right environment – Ads ran within Bell Media’s premium long-form content, where ad clutter is low and attention is high.

The right moment – CoTV viewers are in a relaxed, entertainment-focused mindset. That receptiveness translated into higher enjoyment and stronger brand connection, proof that timing and mindset matter as much as message.

The bottom line

CoTV goes beyond exposure. It helps brands build trust, strengthen connection, and drive measurable growth in awareness and perception. Bell Media’s CoTV environment shows how the right placement can turn attention into impact.