Beginning in October a month prior to the Black Friday and Cyber Monday promotion, Goodway Group created a multi-channel brand awareness campaign, leveraging video (CTV, OLV), focusing 90% of effort on prospecting along with retargeting to drive new engagement. When the holiday promotional period began, 90% of effort switched over to retargeting and display in order to drive sales on key dates. Targeting throughout the campaign focused on CRM, CRM LAL, Competitive Conquesting, Geo-Fencing (i.e. gyms, fitness centers), Interest/Behavior/Demographic, and Behavioral Personas.