Puffy x Humble x Medialyzer: Turning Competitors’ TV Ads Into Puffy Sales

Most brands see competitors’ TV campaigns as a threat.
Puffy, together with Humble and Medialyzer, decided to treat them as an opportunity.

With an AI-powered TV Tracking and digital activation setup, Puffy built a smart “guerrilla” strategy that turns competitor TV activity directly into Puffy sales — both online and in-store.

The Consumer Behavior Insight

When viewers see a TV commercial that catches their attention, their instinct is simple:

They grab their phone and search for the brand or product online.

Puffy’s idea was to intercept this exact moment of intent.

Instead of letting competitors fully benefit from their TV campaigns, Puffy and Humble designed a system that would step in at the right moment and redirect part of that interest to Puffy.

Always-On TV Tracking: Listening to Every Competitor Spot

To make this possible, Puffy uses Medialyzer’s AI-powered TV Tracking technology.

• All major TV channels are monitored 24/7.
• Whenever a competitor’s TV commercial is detected, the system automatically triggers a response.
• The detection is done at spot level, in real time.

The moment a relevant competitor ad airs, Puffy’s digital guerrilla engine switches on.

Real-Time Guerrilla Activation Across Search and Social

Once a competitor commercial is identified, the next step is immediate activation.

Using AI-generated creative sets and predefined playbooks:

• Puffy launches search and social campaigns via API.
• Campaigns are targeted to competitor brand and category keywords.
• Viewers who are ready to search for the competitor are instead met with Puffy’s tailored ads.

In other words, Puffy hijacks competitor TV-driven interest and turns it into its own consideration funnel.

Daypart Logic: Different Strategy for Daytime vs. Primetime

The guerrilla engine doesn’t treat all hours equally. Puffy’s strategy changes by daypart:

• Daytime:
  • Focus on store visits
  • Ads are designed to drive traffic to physical Puffy stores
  • Messages and CTAs highlight nearest store locations and in-store benefits
• Evening & Primetime:
  • Focus on e-commerce sales
  • Ads direct users to Puffy’s online store
  • Creative emphasizes convenience, offers and online conversion

By aligning message and destination with the time of day, Puffy maximizes the business impact of each triggered campaign.

Does Guerrilla TV Tracking Work? The Results Say Yes.

Puffy compared its AI-enabled guerrilla campaign to its previous, more traditional setup.

The uplift was striking:

• During primetime, competitor-focused guerrilla campaigns:
  Increased e-commerce sales by 96%
• During daytime, store-focused campaigns:
  Delivered a 30% uplift in store revenue,
  Even after isolating other effects (such as seasonality or baseline trends)

Puffy didn’t just protect its market share — it actively converted competitors’ Share of Voice into Puffy sales.

Conclusion: Turning Share of Voice Into Share of Wallet

By combining:

• AI-powered TV Tracking
• Real-time digital activation via API
• Smart daypart-based strategy for online and offline

Puffy, Humble, and Medialyzer created a guerrilla framework that directly links competitor TV spending to Puffy’s business outcomes.

This innovative approach not only improved sales performance but also redefined media efficiency, pushing budget productivity to a new level.