Cross-platform campaign execution and targeting
Challenge & Approach
Deichmann offers a wide range of products in various categories, from women's and children's shoes to sports apparel and fashion accessories.
The aim is to address these target groups individually and on all relevant walled gardens in order to increase brand awareness of Deichmann and to specifically increase the number of visitors to the web shop.
A "one-size fits all" media strategy and fixed channel budgets have so far often led to high media wastage and low budget efficiency.
Together with our partner OMD, we were able to develop cross-channel concepts for various product categories with individual creatives in over 20 jointly implemented campaigns.
One part of the campaigns was specifically designed to increase the number of visitors to the Deichmann webshop. The other part aimed to increase the time spent on the developed video assets and thus increase awareness for the brand. With the combination of addressing the right target group and target-oriented, cross-platform optimisation, the goals were effectively achieved and existing media benchmarks could be continuously improved.
> 20 successful joint campaigns
>21.6m contacts in relevant target audiences
4.7x vs. CTR Benchmark // CTR now at 3.7%
37% View Rate with Skippable Video Ads