The challenge
If you want to address new customers and inspire them for the product at the same time and advertise with an expensive product, this often leads to high wastage with little interaction. The challenge was therefore to prove that it is still worthwhile to address a very specific target group.
Approach
We developed a holistic campaign approach for eight weeks. In the area of digital advertising, we have concentrated on the entire customer journey in order to specifically address and convince customers in different funnel levels from awareness with e.g. onsite teasers to conversion with e.g. product detail page. In offline marketing, we brought the product experience closer to the customer through live shows and picked it up exactly when the interest in buying was greatest.
Results
The pixel launch was by far the most successful campaign for Google and MSD to date. Due to the holistic marketing approach, different customer groups were specifically addressed and a complete sell-out was achieved.
