Pixum
Linear TV meets digital advertising: How a smart channel mix increased awareness and sales
Challenge
Pixum is an online photo service for calendars, photo books, and more, which faces fierce competition, especially in the pre-Christmas season. The goal was to increase brand awareness and attract more users to the award-winning app.
Solution
The target group was addressed via various touchpoints with tonally similar but changing motifs over a period of several months in order to create variety and, at the same time, high recognition value. The campaign was divided into two flights. The target group was defined as young, traveling couples; family-oriented women and best agers. The channel mix consisted of TV, YouTube, display and DOOH. In order to counter the strong competition and cost intensity before Christmas, the branding part of the campaign was implemented at the end of the autumn holidays with an "after holiday" motif. The opportunity was used in these cost-efficient TV weeks to create greater awareness for the brand with less competition. YouTube and display digitally extended the customer journey. DOOH was specifically placed in high-frequency locations such as airports in order to address the defined target group with a wide reach.
Outcome
The campaigns were successfully implemented on all channels. The display campaign achieved high visibility with 79% viewability, while over 60% of the videos were viewed in full on YouTube. The TV campaign exceeded the predicted reach and increased website traffic and app downloads through continuous optimization. Thanks to the early start in autumn, Pixum had already generated significant sales growth in September and made a successful start to the important Christmas season.
