In today's marketing landscape, it is essential to develop a targeted and well-orchestrated campaign to increase awareness of a brand and its products. The complexity of this goal increases when it comes to a heterogeneous target group with different demands on the product. In this article, we will present the approach of a full-funnel activation campaign for the VICTORIA and QiO bicycle models and highlight our solution for a user-specific approach.
Challenge: Reach a heterogeneous target group while increasing product awareness
The initial situation for this campaign was a challenge that many companies are familiar with: How do you effectively reach a broad and diverse target group? The brand was faced with the task of increasing awareness of the VICTORIA and QiO bicycle models while ensuring stationary POS activation.
Solution: A holistic approach that serves the entire marketing funnel via various channels and takes individual user affinities into account
Upper funnel: In order to increase brand awareness, moving images via YouTube on CTV were used.
Mid-funnel: The moving image address was extended across channels with display in-banner video ads, so users could be read who had already been reached in the Upper Funnel via YouTube. This ensured a long range and a strong recognition effect.
Lower funnel: Lower funnel activation was carried out using the adlicious drive-to-store solution. This form of display ads with map integration allows user addressing depending on product availability, branch location and user location.
Target group targeting: Users were targeted on geo-data (branches in DE & AT) and on the basis of the two bicycle models, for which different target group personas were defined:
QiO, the wheel for all needs: Affinity Targeting (Tourists, Family Lovers, City Cycling...)
VICTORIA, the bike for all outdoor/off-road activities: Affinity Targetings (Trekking Enthusiasts, Hiking, Sports Interest...)
Seasonal planning as the key to success
The campaign was characterized not only by a well-thought-out mix of channels, A/B testing and granular targeting, but also by agile and seasonal planning. The campaign was specifically aimed at the start of spring, as this is the time of year that the target group has the greatest buying potential.
The results of the campaign
The agreed CPV of in-stream ads was met and the VTR improved through high-performance target groups (audiences with specific areas of interest such as “adventure/vacation” or “e-bikes”). Good results were achieved in display advertising shortly after the start of the campaign. During the campaign period, an above-average viewability of 75% * and more was achieved. At the start in May, the CTR of drive-to-store ads (DE) for the VICTORIA model was 0.53% and was increased to 1.25% at the end of the campaign thanks to expertise and continuous optimization — this corresponds to an increase in click rates of around 136%. For the QiO model, the CTR for in-banner video ads was optimized to 0.66% in the last month, despite fluctuations during the campaign, which corresponds to a 57% increase in click rates compared to the start of the campaign. Additional advertising efficiency could be achieved through creative creation, as all advertising materials were designed and created by the adlicious in-house creation team.
Conclusion
Our experience and results show that a well-planned and orchestrated full-funnel campaign with a customer journey specifically tailored to the user helps to increase user interest in a specific product.
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