Sanostol — known for its mission to provide “vitamins for the whole family” — wanted to set new impulses with a full-funnel approach. The aim was to address relevant target groups through targeted targeting and specific creative solutions over two levels (awareness and intent). To do this, the funnel had to be structured holistically and the key messages from Sanostol had to be effectively communicated.
In this full-funnel approach, the hero products were presented in line with the season. With a combination of Display InBanner Video and Drive-To-Store, DOOH, Meta and Pinterest, parents between 25 and 49 years of age were addressed with an interest in nutrition, family activities, travel, etc. 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 created 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 benchmark of 78% (Q1 2024) and a strong CTR of 0.79% (Q4 2023). Despite the expensive Q4 market, social media channels also achieved excellent click rates and cheap CPCs. The results underline the effectiveness of the full-funnel strategy, with tailored target group addressing, targeted channel selection and a varied user approach.
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