The challenge: Target group precision in a competitive market
The market for children's snacks is highly competitive and fragmented. The challenge was to plan a digital campaign that specifically appeals to mothers of toddlers (3-5 years) and maximizes the reach and perception of the brand — all with efficient use of media in a price-sensitive segment.
Targeted digital campaign increases awareness and brand loyalty
In order to communicate the message widely and precisely to the target group, we used an authentic & eye-catching programmatic moving image campaign in selected environments and with precise targeting. In doing so, we relied on a tailor-made digital strategy with moving images as the core and digital banners as a wide-ranging addition. Our message: Schnitties are the ideal snack for little explorers — delicious, healthy and perfect for traveling.
Balanced media mix for maximum efficiency
In order to effectively increase awareness, we combined programmatic purchasing in premium environments (via selected programmatic deals) with reach boosters in the programmatic open auction and on social networks. An overview of our media mix:
- youtube (Bumper & TrueView Ads) — for a strong visual presence
- Programmatic InStream Video — Communication of content before or during main content in media libraries, digital TV or on websites
- Spotify video ads — to reach out to mothers in everyday life
- Social media ads (Meta & Pinterest Ads) — to place interactive content
- Display Ads — to achieve reach within the target group as efficiently as possible
Through data-driven targeting and continuous optimization, we have achieved high visibility with minimal wastage.
Measurable campaign results
The strategic media planning led to impressive results:
- More than 44 million impressions ensured a strong presence in the digital space
- 7.1 million completed video views demonstrated a high level of interaction with the brand
- A viewability of 87% — well above the IAB benchmark
- Significant increase in brand awareness and positive effects on willingness to buy
