Tactical Budget Rotation Secures #1 Share of Voice in Wildflower Category

​OVERVIEW​

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Earth Science partnered with Channel Key to expand dominance in the wildflower seed category while keeping Total Advertising Cost of Sales (TACoS) under control. With goals to increase share of voice (SOV) and drive YoY growth, the challenge was balancing aggressive seasonal marketing with budget discipline across their broader catalog.
 

APPROACH

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• Surged Visibility in Wildflower with Intentional Overspend
  Channel Key launched a focused campaign strategy that pushed beyond budget in the wildflower category to capture maximum SOV during peak season, while still tracking toward annual TACoS goals.
   

• Paused and Rotated Campaigns in Other Categories
  Lower-priority campaigns were paused at scheduled intervals, allowing budget to shift without impacting performance in categories supported by strong organic rank.
   

• Sustain Momentum Post-Season
  By cycling spend across the catalog, Earth Science fueled growth in priority categories while preserving long-term SOV across the rest of their product lines.
   

CONCLUSION

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Within one season, Earth Science captured the #1 share of voice in the wildflower category by prioritizing growth where it mattered most. Channel Key reallocated budget from evergreen products and leveraged organic strength to dominate a key seasonal window without sacrificing long-term performance. Wildflower sales grew 200% year over year from March to May, total TACoS stayed within 1.5% of the annual target, and SOV across the rest of the catalog held steady—proving that strategic rotation can drive growth without compromising efficiency.