What is TV advertising really good for – offering short-term activation or long-term impact on brands? Any discussion of TV as an advertising medium is likely to involve buzzwords such as branding, image advertisements and long-term advertising impact. But what happens immediately after a TV spot airs? This week’s egtabite features Goldbach Media’s TV campaign for their client Librio that proved to deliver both short-term activation and long-term advertising impact
Swiss start up’s debut on TV
Librio is a Swiss publishing house specialising in personalised children’s books. The young e-commerce company was founded in Zurich in 2017 and has since sold more than 30,000 books in more than 70 countries. Its previous marketing measures were limited to the most common online channels such as search engine marketing, display advertising, social media campaigns, and influencer marketing.
During a coaching session, the Zurich-based start-up was advised to present itself on television. Up till then, they had the misconception that TV advertising was way beyond their budget.
The goals of the TV campaign were stronger branding and an immediate increase in sales, as well as raising awareness of the product among potential consumers and improving its brand recognition. The campaign involved a short 15-second spot which was aired over a period of five weeks.
The long and the short of TV
Goldbach Media analysed branding impact and performance level before, during and after the campaign by using the on-site survey at Librio.ch to determine the origin of website visitors, a representative online survey on the TV campaign and data from Google Analytics.
The immediate impact of the TV spot proved that TV pushes online activities, as Librio, compared to its direct competitors, achieved the largest number of search queries during the campaign period. The Librio website also registered an increase in direct traffic of 157% and an increase in traffic from Google of 213%.
In fact, 46% of website visitors stated that they became aware of Librio because of the TV spot while 63% of website visitors accessed Librio.ch immediately after watching the spot. The campaign had an immediate impact on direct sales which doubled while Google-driven sales increased by 57%.
Librio as a brand was not only remembered and perceived as considerably better but also there was a drastic increase in direct traffic to their website that lasted for weeks after the end of the campaign.
The campaign results indicate that 37% of website visitors did not access Librio.ch immediately after the TV spot aired but a while after the broadcast. Also, there were noticeable effects on direct sales of Librio products for five weeks after the campaign was concluded. After seeing the 15-second spot, the audience expressed greater interest in buying Librio products and telling others about their quality As a result, Librio became the leader of brand awareness among all of its competitors.
TV works on both sides of the funnel
The campaign contributed to the company’s brand-building efforts and achieved both immediate effects at the performance level and a long-term impact. “I did expect a TV campaign to have some branding effects. But I never thought that it would achieve and even exceed our performance goals. My personal verdict on the TV campaign is incredibly positive. We achieved a lot more sales than we had hoped. We will certainly run more TV adverts in future”, said Tim Hess, Co-Founder of Librio.
The TV campaign made a substantial difference as it had a positive influence on website traffic, Google search queries, brand awareness, and sales.
“Librio’s case impressively highlights the impact of TV on branding and performance. To run a successful campaign, you require a certain level of understanding of the product and marketing principles. Libro has combined its emotional product with a solid brand message and used that combination during its sales promotion. We are thrilled that the campaign was so successful and that we got to contribute to showcasing Librio in the best possible light”, concluded Alexander Duphorn, CEO of Goldbach Media.
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