Farrah’s Delivers 1.71% Click-Through by Taking One 6-Second Asset Beyond Social

1.71%

Online video click-through, vs a 0.5–0.8% benchmark

91%

Online video view-through, vs a 70–74% benchmark

98%

CTV view-through, vs an 81– 84% benchmark

With a single 6-second social asset, Farrah’s and MBM extended the brand into interactive online video and CTV. Using Ray, Dailymotion’s Agentic Operating System, the campaign put Farrah’s high-fibre wraps in front of health-conscious New Zealanders and delivered a 1.71% online video click-through rate.

The challenge

Taking one social asset into premium video and the living-room screen

Farrah’s wanted to grow consideration for its wrap range and drive supermarket sales, positioning its wraps as the delicious, fibre-rich choice for a healthy lifestyle. Its audience was health-conscious New Zealanders aged 30 to 55, looking for convenient and nutritious meal options. MBM wanted to extend reach

beyond social into premium video on the living-room screen, but there were no online video or CTV assets. The only creative available was a 6-second vertical video built for social feeds, a format that did not naturally fit a horizontal player or a TV screen.

The strategy

Give one vertical asset a new role in each environment

Rather than ask for new production, Dailymotion and Attentiv Media adapted the existing vertical video for each environment, then used audience intelligence to put it in front of the right people at the right moment :

1
Discover health-conscious audiences. Ray built three targeting personas from Farrah’s brand, positioning and audience brief: the Health-Conscious Working Parent, the Active Professional Focused on Performance and the Mindful Consumer Seeking Balanced Nutrition.
2
Adapt one asset to each screen. The Interactive Skin framed the vertical video within the online video player and added room for brand and click-through, while the Animated Skin brought the same video to CTV for lean-back viewing.
3
Activate across New Zealand. Both formats ran from 10 to 23 June 2026, combining broad adults 18+ delivery with persona targeting across mobile, desktop and connected TV.
4
Learn from engagement. Ray analysed 90 days of viewing to compare people who engaged with the ad with those who saw it but did not. AI attention analysis then scored each creative for focus, engagement, memory and cognitive demand.

The results

Ahead of market benchmarks on every measure that mattered

Across both formats, the campaign delivered more than 567,000 impressions against 556,000 booked, with 11,000 bonus impressions at no extra cost. The online video Interactive Skin achieved a 1.71% click-through rate, more than double the top of the 0.5–0.8% benchmark, generating 7,026 clicks. View-through reached 91% against a 70–74% benchmark, while mobile led with a 2.23% click-through rate, almost three times desktop. Entertainment content held attention best, with view-through peaking at 94%. On CTV, the Animated Skin reached 98% view-through, well above the 81–84% benchmark, and no content category fell below 96%. All three Ray personas performed consistently, with online video click-through between 1.67% and 1.74% and CTV completion between 97% and 98%

1.71%

Online video click-through, vs a 0.5–0.8% benchmark

91%

Online video view-through, vs a 70–74% benchmark

98%

CTV view-through, vs an 81– 84% benchmark

+567K

Impressions

Why this matters for brand marketers

At Farrah’s, the campaign was designed to do more than extend a social video to new screens. It was built to understand how one piece of creative could reach health-conscious audiences across online video and CTV. Ray identified the audiences most likely to respond, while attention analysis showed how the creative performed in each environment. Those learnings helped Farrah’s make more of its existing asset and identify clear improvements for future campaigns.

One asset can go further than you think

The right format allowed a 6-second social video to perform in premium online video and on the big screen.

Let the audience guide the activation

Ray personas put the ad in front of health-conscious viewers, while creative analysis showed that a bolder opening frame, stronger logo and simpler close could improve future flights.

Use each environment for what it does best

Mobile drove the strongest click-through, while CTV held viewers almost to the last second.

Key Takeaways

One asset can go further than you think
The right format let a 6-second social video perform in premium online video and on the big screen.
Start with the audience
Ray personas put the ad in front of health-conscious viewers, and all three delivered consistently above benchmark.

Mobile drives action, CTV drives attention
Mobile delivered the strongest click-through, while CTV held viewers almost to the last second.
Every campaign should sharpen the next
Engaged personas and creative scores give Farrah’s a clear brief for its next flight, alongside a brand lift study to measure awareness and purchase intent.