Maximum visibility and engagement through a targeted full-funnel strategy
Sanostol, known for its mission to provide “vitamins for the whole family,” wanted to provide new impetus with a full-funnel approach. The aim was to address relevant target groups via two levels (awareness and intent) through targeted targeting and specific creative solutions. To do this, the funnel had to be built holistically and Sanostol’s core messages had to be communicated effectively.
With this full-funnel approach, the hero products were presented to suit the season. Using a combination of Display InBanner Video and Drive-To-Store, DOOH, Meta and Pinterest, parents between the ages of 25 and 49 with an interest in nutrition, family activities, travel, etc. were addressed. In phase 1 (awareness), broad targeting was used, while in phase 2 (intent), the target group was precisely addressed through custom audiences, keywords and competitor targeting. New, seasonal creatives every month ensured appealing content that kept the target group's interest consistently high.
Overall, the campaign was characterized by its good performance values in both the awareness and intent phases. Among other things, the display ads achieved a high viewability above the benchmark of 78% (Q1 2024) and a strong CTR of 0.79% (Q4 2023). The social media channels also achieved excellent click rates and favorable CPCs despite the expensive Q4 market. The results underline the effectiveness of the full-funnel strategy, with tailor-made target group addressing, targeted channel selection and a varied user approach.
