TARGET AUDIENCE

We were tasked with increasing awareness of Cewe’s photobooks in the key pre-Christmas gifting period, with the aim to increase orders in festive run-in.

OUR INSIGHT

We knew that TV would build brand awareness for Cewe, but it would also supercharge existing activation channels, to boost the overall sales success of the campaign. We were also able to identify key viewing patterns that allowed us to target ‘prepared gifters’ efficiently.

OUR SOLUTION

Due to the limited budget, we knew the challenge was to maximise efficiency and make the budget work as hard as possible for a brand competing with some big spending rivals:

We used varying copy lengths and messaging across the campaign to first build brand and then boost orders, while also maximising the number of spots we could get away.

We hand picked spots in key programmes that we knew indexed highest for our target audience.

We balanced peak and selected daytime spots to maximise efficient reach, while also pinpointing our target audience.

We also used a blend of multichannel and terrestrial channels to maximise relevancy for our core audience

All our TV was optimised using spot matching analysis, to constantly adapt the campaign to what was driving sales.

To further increase orders, we also ran some proximity digital OOH is selected shopping centres, to drive customers into outlets to use the in-store order features. These sites were hand picked for the highest footfall and ran only during peak shopping days to maximise impact.

RESULTS

55% YoY site traffic uplift

20% YoY increase in revenue 

SERVICES

B2C Brand Strategy, Digital OOH, OOH, Outdoor Media Buying, TV/Cinema Media Buying.