Delivering Brand Awareness & Sales Uplifts With A Two-Speed Strategy For Deichmann

The brief

Deichmann wanted to raise brand and ad awareness whilst seeing an uplift in sales both online and footfall in store. A tough ask from the client, but we successfully delivered by targeting parents during the summer holidays with a holistic AV strategy and plan to reach even the lightest of TV viewers.

WHAT WE DID

For Deichmann, this campaign strategy needed to align audience analysis with a selection of targeted media outputs for a cost-effective, full-funnel approach. Our team used data and learnings from previous campaigns for bespoke targeting, which delivered a more efficient, audience-focused campaign that successfully leveraged performance insights to maximise impact across video channels. This is how we did it:

Our team continuously refined the AV campaign to avoid the volatility and broadness of the traditional ‘housepersons and children’ audience, and to maximise both reach and performance. We did this by using targeting informed by Techedge data to ensure maximum efficiency against parents with children aged 2–12.

We made sure to evolve our channel strategies based on learnings from previous activity, and with only the minimum required investment allocated to linear TV. Our team also expanded BVOD activity to include ITV, Channel 4, and Sky – including testing Sky’s new Short Form VOD formats for further visibility. The result of these strategic adjustments? Improved overall effectiveness, with VTR%, clicks, and awareness all delivering strongly, ensuring the Deichmann audience was reached across an evolving AV landscape.

Our team also analysed data throughout the campaign, optimising the strongest-performing creatives, formats, and targeting parameters. In Week 2, the extended audiences were optimised for lower CPMs and improved efficiency, while in-app strategies were deployed to further enhance CTR. We even paused underperforming assets to ensure investment was directed towards the most impactful creative.

Additionally, our experts reallocated budgets mid-campaign based on performance. We shifted spend from YouTube Non-skippable inventory into stronger KPI-delivering campaigns across OLV and YouTube Skippable, which reduced CPMs while driving higher engagement through improved CTR.