Converto: New customers for Denner with crossmedia

Converto's cross-media technology cleverly used: Denner recognizes advertised viewers of the video campaign, synchronizes the users with address databases and sends personal and attractive discount vouchers by mail fully automatically and without additional effort.

The aim of the cross-media campaign was to raise awareness of the quality of the fresh product range in the geographical vicinity of Denner stores. In addition, a discount was to be offered on postcards sent out as an incentive to visit a Denner store.

The "Surprisingly Fresh" campaign is tactically characterized by two components: Through the creative, unique and humorous implementation of the message and through the implementation of cross-media communication using online video, clear targeting and real offline retargeting.

Dialogue level 1: Attract attention

The first part of the national cross-channel campaign opens the dialog and generates attention with a 30-second pre-roll video. The goal in this first phase was to create a solid data base with as many viewers as possible within the target group - householders between the ages of 20 and 45 who live within a 5-kilometer radius of a Denner store.

Here, the view-through rate VTR and click-through rate CTR were optimized to have a high brand interaction as a basis. The very good VTR of 68 percent and the high CTR of 2.38 percent show that the target group targeting worked very well. There were far above-average results for the KPIs in French-speaking Switzerland, with a VTW of 81 percent and a CTR of 5.56 percent.

In dialog stage 1, almost a quarter of a million addresses were recognized, of which 168,699 were from the branch environment. This results in an exceptionally high matching rate of 49 percent for postal addresses - which is around 63 percent higher than the benchmark.

Dialogue stage 2: Move to action (1:1 re-marketing)

In the second part of the national cross-media campaign, Denner initiated an online-to-offline 1:1 re-marketing (re-targeting) measure. For those viewers who watched the complete advertising video in the first phase, discount vouchers were printed as A6 postcards - fully automated and without additional effort - and then sent to them.

• The achieved VTR resulted in a solid data basis for matching.
• The matched addresses could additionally be segmented based on descriptive characteristics to comprehensively optimize the selection.
• Potential new customers were reached and encouraged to come to the stores.

For dialog stage 2, user and database matching, address extraction and also postcard dispatch were fully automated and handled without additional effort.

Even with the usual discounts, such as the 10 percent communicated here, which explicitly applied to fresh fruit and vegetables, the strong effect of cross-media campaigns at Converto becomes clear here with a conversion rate of just under 2 percent - i.e. 83.5x higher than the benchmark.

In the attention phase

• 900'000 Completed Video Views
• up to 80 percent VTR
• up to 5.7 percent CTR

In the activation phase

• 225 thousand recognized postal addresses
• 49 percent matching rate
• 23,000 postcards sent
• 500 redeemed vouchers

Best Case

For new customer mailings by post, the benchmark is 0.5 percent for the conversion rate. With this campaign, Denner achieves a 3.5x higher conversion rate of 1.8%.

Excerpts from the campaign. (Screenshots: Converto)