The Insights
- The campaign uses the concept “Swap House” to demonstrate consolidating operations under one roof.
- Targets e-commerce entrepreneurs and tech-savvy business owners.
- The campaign aims to present Swap as the “one house” for e-commerce logistics.
Using Amazon, Prime, Hulu, and DirectTV, Swap launched its first-ever ad campaign on CTV for direct-to-consumer brands.
This marks the brand’s inaugural commercial and global campaign, introducing their services to a worldwide audience for the first time. The Swap operating system, which serves as the backend to complement your Shopify frontend in an environment saturated with point solutions, differentiates itself from the other point solutions available.
Using the concept “Swap House,” Swap demonstrates how it can consolidate all operations and logistics under one roof, compared with other e-commerce companies that must work with multiple partners. Specifically, this campaign targets e-commerce entrepreneurs and tech-savvy business owners seeking streamlined logistics solutions.
Juan Pellerano-Rendon, Swap’s Chief Marketing Officer, explained that LinkedIn approached Swap to pilot their new CTV advertising offering, which initially seemed too good to be true. Pellerano-Rendon further added that he would never have suggested developing a TV commercial for Swap, but utilizing LinkedIn’s targeting via CTV proved to be an efficient method for generating further awareness.
“Right now, brands are stretched thin, given the macroeconomic climate with reduced investment and lending opportunities. At the same time, the list of SaaS “solutions” needed to operate an e-commerce store is getting longer and longer,” said Pellerano-Rendon. “Something has to give –– that’s where Swap comes in, where we can be the “one house” for all things ecommerce operations. Our platform allows brands to consolidate for growth.”
Beyond just generating awareness, Pellerano-Rendon emphasized that the strategy aims to simplify Swap’s offering in a fun and innovative way. Since SaaS solutions can be complex and difficult to differentiate without detailed explanations, this campaign allows Swap to present a simple overview that hooks potential customers to learn more about the company.
In addition to streaming, the campaign is being run on social media channels such as YouTube, LinkedIn, and Meta to maximize reach and engagement.
As a result of developing the first operating system (OS) for e-commerce, Swap is a pivotal player in the industry at this point. The goal of achieving this milestone is to establish Swap as a comprehensive, enterprise-level logistics provider with a single click, as opposed to just being viewed as a returns service. As a result of following this evolution, Swap can achieve both its goal of establishing itself as a leader in e-commerce logistics and its goal of expanding its market share.
“CTV is increasingly where audiences are and an efficient way to reach them with scale,” said Pellerano-Rendon. “You get the scale of TV at a discounted price.”
