Marketing

Zales taps Wunderkind Ads for CTV campaign

Image: Zales

October 1, 2025

Zales teamed up with Wunderkind Ads on a connected TV campaign conducted in partnership with Xumo, a streaming venture between Comcast and Charter Communications.

The national campaign leveraged Wunderkind's Pause Ad inventory on Xumo Play, a free ad-supported streaming TV service, to boost brand awareness. It resulted in a 276% increase in QR code scans, according to a press release.

The brand had historically viewed CTV as a tool for building top-of-funnel awareness rather than driving direct conversions, according to the release.

The campaign used custom-built creative, including one version for a Mother's Day sales push and another showcasing Zales' new brand identity.

"Wunderkind Ads for CTV exceeded our expectations by driving more QR code scans versus prior CTV campaigns, and even drove some directly attributable sales — an unexpected win for an upper-funnel tactic!" Yasmari Garay, senior director, digital marketing at Signet/ Zales, said in the release.

The campaign converted engagement into measurable revenue, with directly attributable purchases from QR code scans — a rare outcome for an upper-funnel CTV activation.

"This campaign for Zales demonstrates the measurable impact that innovative ad formats can have on the connected TV experience," Joseph Lerner, head of programmatic and revenue partnerships at Xumo, said in the release.