Connected TV: The Unicorn

Updraft were looking for a unicorn – an effective campaign targeting only people who were eligible for credit that drove both awareness and action. Smithfield’s Connected TV (CTV) approach delivered. With a 77% year-on-year increase in loans accepted and 9% new customer growth, it’s clear the campaign carefully targeted credit-worthy people in need of post-Christmas finance, who were not in financial distress. Searches for Updraft by name rose 72% YOY. Updraft Google search appearances grew 1100% YOY in January. Site traffic followed, with 1.4 million new users visiting between January and February 2026. Measured brand awareness rose seven percentage points from the start of December to the end of the campaign. Smithfield’s bespoke multi-touchpoint attribution (MTA) model proved CTV, amplified by paid social, contributed at every step of the conversion journey.