What was the beginning of our cooperation like?

Muziker approached us for cooperation during the most competitive Christmas period, so it was a challenge for us to prepare a Christmas campaign where, in addition to sales support and compliance with performance metrics, we also focused on building and the rememberability of the brand. However, we took the challenge strategically and chose the RTB and META platforms for the implementation of the campaign, targeting potential customers in Slovakia and the Czech Republic. We effectively planned it among various banner formats, videos of different lengths and on different channels (YouTube, Meta, RTB). In order to achieve the best results possible, we used the possibility of placing advertisements on the most famous Slovak websites, we targeted the relevant audience according to our own defined criteria and, most importantly, we proceeded to the most precise optimization of campaign performance.

Planning, realization and optimization

The campaign was planned using the Display & Video planner tool, thanks to which we were able to build a plan using forecasts and thus gain an overview of the goals and KPIs. This tool also helped us effectively distribute the budget between individual formats in order to deliver the target metrics as best as possible.

As part of the optimization, we excluded inefficient dimensions of creatives and domains, moved the budget to the most effective targeting and paid attention to the emphasis on brand safety. Using Brand safety targeting, we've ensured that we only purchase inventory that meets brand safety requirements, preventing ads from appearing next to inappropriate content. Thanks to the precise optimization of the campaigns, we managed to fulfill the plan and all the expected performance metrics. Despite running the campaign during the Christmas period, when the ad space is at its most competitive, we managed to deliver even more impressions and reach with a very good frequency and an even lower CPM than estimated in the original plan.

Test study

In addition to the established KPI's, we also measured the effectiveness of advertising through the Brand Lift, which took place in the form of a banner survey. By means of a question, we found out from the users the connection of the main identifying features - the purple color and the mascot, with the Muziker brand. It was a one-click questionnaire that was displayed to two test groups. To those who saw the ad and to those who did not. The difference in the scores of these two groups represents the so-called lift, i.e. the impact of the campaign on the brand. The results of this study were especially important for us.

Results of the Brand lift

The Brand lift evaluation showed that users who saw the ad were more likely to associate the color purple with Muziker. Users who did not see the Muziker ad associated this color with the brand less. Also on this basis, we can evaluate that brand advertising support helped increase brand awareness. In Slovakia, where the brand is relatively well-known, we boosted brand recognition with advertising by 13% more among users who saw the ad. In the Czech Republic, where people do not know Muziker that much, we managed to achieve a difference of up to 78% thanks to the displayed advertisement.

This result is also proof of the significant impact advertising can have on the memorability of the brand and its retention in the customer's subconscious. See for yourself the advantages of combining RTB and PPC campaigns and contact our specialists.