Reach the flexitarian target group nationwide as efficiently and with the greatest possible impact.

Special requirement:
It was necessary to deliver the ads as flexibly as possible to reach the target group close to stationary retail. An we needed a drive to digital.

Precision Digital Out Of Home. Instead of fixed placements in the urban environment, we played the campaign via digital displays and flexibly adjust the impressions.
All relevant networks were in the bidding for an impression and ads appeared based on Geofencing realised with mobile-ID detection and matched with the target group definition.
People from the respective target group who were near the display during the impression were followed up with retargeting ads on their mobile.

Special Features:

• Precision DOOH
• Impressions based on Geofencing
• Ø distance to retail: 149.3m
• Mobile retargeting via Display Ads
• Include all relevant DOOH networks
• Deliver impressions network agnostic

As we have a sustainable topic, a great product and fast growing brand, we needed a big bang, a high impact and as much reach in the target group as possible.

Given base:
The brand has so far communicated exclusively via Facebook and Instagram and used Facebook Ad-manager for paid campaigns. We needed a much bigger audience.

Get out of the Facebook bubble with this our approach: a network agnostic API based campaign distribution over all relevant networks.
We did not use proprietary network Ad-managers but played out the whole campaign via API and were able to adjust the mix of the network at any time independent for optimal reach, engagement and budget efficency.

Special Feature:

• API based distribution
• No use of network Ad-managers
• Network agnostic placements
• Include all relevant social networks
• Overarching campaign analytics & reports

The campaign ran mainly via DOOH and social media. But we wanted to use display to further increase visibility and reduce the overriding CPM.
In addition, we didn't want to lose any contacts who had already seen our campaign but then searched for the product rather than Veganuary or LikeMeat and ended up with a competitor.

Selected sectors:

• Google Display Network
• Google Search
• Relevant Display networks in Germany

For higher-level reporting with a channel and network independent competition in real time during the campaign, we worked with a new approach, namely Cascading KPIs. This allowed us to efficiently manage budgets and channel-mix at any time based on the performance they achieved.

Special Feature:

• Dashboard with different report levels
• Channel and network overarching goals
• Network independent KPIs
• Unique KPIs like distance to retail