Expert-Led CTV Ads Deliver 10X Sales
Overview
RevAir, a leading innovator in high-tech hair care, partnered with The Desire Company to educate shoppers and drive conversions during the high-traffic holiday season. The brand integrated a Expert Product Review Video featuring Dr. Nianda Reid, MD, MBA, FAAD, directly on its product detail page (PDP) and extended that same authority through a purpose-built 30-second Connected TV (CTV) ad designed to drive high-intent traffic back to the PDP.
The collaboration combined authentic expertise and strategic media placement to produce record setting performance.
The Challenge
Ahead of the holiday shopping season, a leading specialty hair dryer brand needed to boost visibility and drive ecommerce conversions on a fixed test budget.
Traditional awareness campaigns were not enough. The brand required a more efficient, trustworthy, and measurable approach to connect with audiences who value both innovation and credibility.
The Strategy
The Desire Company produced premium expert-led CTV variants featuring Dr. Nianda Reid to build awareness and educate viewers on the science behind the RevAir’s patented reverse-air technology. Dr. Reid’s trusted clinical expertise made the creative both informative and credible, helping the campaign stand out in a crowded category.
At the same time, Dr. Reid’s full-length expert product review was featured on the brand’s product detail page (PDP), reinforcing the same science-led messaging seen in the CTV ad. This consistent expert narrative bridged awareness and conversion, turning education into measurable sales growth.
Strategic Expert Selection with ExpertMatch IQ
ExpertMatch IQ is our proprietary expert-matching system that ensures your product is paired with a credible professional who understands its real-world application. Our hand-selected experts bring proven experience, industry qualifications, and authentic trust to every product they showcase.
Dr. Nianda Reid, MD, MBA, FAAD
Dermatologist | Co-Founder, Embrace Derm & Aesthetics
Selecting Dr. Nianda Reid was a strategic choice for this campaign. A board-certified dermatologist specializing in medical, surgical, and cosmetic dermatology, she treats all hair and skin types and bridges clinical science with everyday beauty. Known for translating complex concepts into clear, practical insights, Dr. Reid has earned 4.91 stars from more than 700 verified reviews on ZocDoc, with 95% of patients praising her professionalism and expertise. Her credibility as both a physician and educator enabled the brand to connect with consumers who value authenticity and science-backed information.
Purpose-Built CTV Ad Variant
The 30-second CTV version distilled Dr. Reid’s expert insights into a concise, visually engaging message optimized to drive qualified traffic back to the PDP for full product exploration and purchase consideration.
The CTV placements served as the upper-funnel driver, introducing the product to new audiences, while the PDP expert review converted those viewers once they engaged with the brand online.
The campaign achieved exceptional results within its one-month test window:
Campaign Performance Results
Increase in Orders
Increase in Site Visits
Decrease in Cost per Order
Completion Rate on CTV
By pairing expert-led content with verified CTV performance, the brand maximized both trust and efficiency, proving that measurable authenticity outperforms traditional advertising formats.
Why It Worked
Real Expertise: The Desire Company paired the product with a board-certified dermatologist, ensuring the content was rooted in authority, credibility, and scientific clarity.
Product Use Case Alignment: By selecting an expert who specializes in hair and scalp health, The Desire Company tailored the content to address real consumer concerns, turning education into measurable conversion impact.
Full-Funnel Integration: The Desire Company’s expert product review and premium CTV creative worked together to build awareness, nurture consideration, and drive direct ecommerce sales.
Performance-Focused Content: Every expert video produced by The Desire Company is built to perform, combining verified engagement metrics with data-backed optimization to maximize conversion impact and give brands measurable confidence in their results.
High Engagement: The Desire Company’s data-driven strategy sustained viewer attention, reinforced purchase confidence, and proved that authentic, expert-led storytelling converts.
Key Takeaway
When trusted expertise meets performance technology, education becomes conversion.
Through expert-led storytelling and verified CTV delivery, this campaign achieved 10X sales growth and set a new standard for combining credibility with measurable results.
Book a Discovery Call to See How Expert Led Content Works
The Desire Company helps brands and retailers increase conversions, build shopper confidence, and lower returns with expert driven video content that performs across every channel.
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Campaign Highlights
Increase in Orders
Increase in Site Visits
Decrease in Cost per Order
Completion Rate on CTV
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