Capture Media: Kärcher is "Campaign of the Month" April
The digital specialist Capture Media selects a "Campaign of the Month" from all its ongoing campaigns every month. In April, Kärcher won with a campaign that impressed with its performance in terms of high ROAS.
The Kärcher HPC High Pressure Cleaner 2023 campaign is named "Campaign of the Month" April by digital specialist Capture Media. The reason: the remarkable performance in terms of high ROAS (Return on Advertising Spend). According to Capture's experts, the campaign is an outstanding performance best practice case and demonstrates the perfectly coordinated interplay between awareness in the mid-funnel and activation in the lower funnel.
Findings: Engagement rate is 62.69 percent (benchmark of 50%), generated 7.1 million ad impressions and recorded 19,535 clicks with a CTR of 0.27 percent (benchmark at 0.12%). Active time on the site averaged 64 seconds, significantly exceeding the benchmark of 30 seconds (page open in foreground and cursor/mouse wheel/finger in motion).
High activation rate
In addition, the campaign achieved an activation rate of 24.8 percent. Users are particularly interested in three specific high-pressure cleaners, which differ only slightly in price, but are in the high-price segment (>CHF800), which means that potential buyers have a longer decision-making process until the final online purchase. For this reason, early sensitization and information of users is essential. For this purpose, qualitative contact points are necessary in the so-called consideration phase in order to fill the mid-funnel with high-quality traffic. This is achieved with the fusedeck site engagement setup via tailored push measures, various subjects (static and moving) and daily optimization of the channels.
Only under these conditions does the interaction of the mid- and lower funnel in the performance phase come into its own. In conjunction with Kärcher's own social remarketing and SEA activities, the pull measure proves to be particularly effective, as confirmed by the downstream sales figures, with a high return on advertising spend (ROAS).
Responsible at Kärcher: Marcel Sutter, Marketing Director; Lars Grüter, Team Leader Online Communication; Sarah Rimle, Content Manager. Responsible at Publicis Media Switzerland: Iona Jefferies, Digital Account Director; Thomas Kupferschmid, Account Manager. Responsible at Capture Media: Panida Dalla Monta, Senior Digital & Analytics Specialist; Michel Mariani, Chief Business Officer.
