The brief was clear - our main objective was to help the client strengthen their brand awareness. Until then, he had only been using performance-based campaigns, where the main KPI was CPA.
We therefore needed to design a new strategy and include brand campaigns in the media mix, with the prospect that the given extension would also bring increased profit to the client in the longer term.
What did we need to do?
- Detailed analysis of the target audience and market specifics
- Design a workable marketing strategy and follow-up media mix
- Ongoing optimization, Evaluate and report on the results of the newly designed activities
Results were not long in coming
Six months after changing the media communications strategy from performance-driven to a balanced combination of brand building and performance, Showmax’s digital sales increased 97% year-over-year and the cost per acquisition decreased 67%.