Hessenschau

Increased Brand Awareness of the brand hesssenschau through an individual market research study.

The hessenschau brand is the regional magazine on Hessischer Rundfunk - a german television channel. It's the most successful and popular program on linear hr television. In recent years, the product range of the hessenschau brand has been expanded to include numerous digital products.

Social Advertising — Brand Awareness — TV Station

+4%
product awareness
+6%
brand awareness
+10%
recommendations

Client's business goal

The goal was a measurable, significant and sustainable increase in awareness of the digital hessenschau products. The campaign objective was therefore defined as increasing brand awareness and recommendations of hessenschau's digital products. The focus target group was to be all 25- to 34-year-olds in the state of Hessen. Furthermore, new users were to be won over for these products.

Common solution approach

For this campaign we developed an individual study solution. In collaboration with Publicis Pixelpark, which was the creative agency responsible for the conceptual development of the campaign, video ads and image ads were chosen as the ideal format for the regional campaign.

We then tested two different creative approaches for their suitability. Classic A/B tests were used for this purpose.

The advertising media showed the "hessenschau" brand with the individual digital products including the respective examples of use. The focus target group remained to be 25- to 34-year-olds in the state of Hessen.

Screenshot of the hessenschau ads in Facebook.

Execution

The ads were optimized for awareness KPIs to ensure that as many users as possible remembered the brand as well as the digital products. In addition, the goal was to ensure that the brand would be associated more positively and thus recommended more often.

Elirius was responsible for the strategic and operational implementation of the social media campaign and used a Facebook Brand Lift study to investigate what impact the 6-week campaign had on the audience.

Elirius strategy leads to success

A popular brand becomes even more popular. The hessenschau awareness campaign achieved more than 14.5 million high-quality impressions with a target group coverage of almost 87%.

  • 4% increase in awareness of digital products
  • 5% increase in brand awareness
  • 6% increase in brand awareness in focus target group
  • 6.5% increase in positive referrals
  • 10% increase in positive recommendations in focus target group
  • 20.000 potential new users