Brand recognition in Slovakia +13%|
Brand recognition in the Czech Republic +78%
Muziker's journey began back in 1997 when they started as a small musical instrument shop. However, today Muziker is known as a modern international eshop operating in more than 30 countries with more than 11 brick-and-mortar stores. Muziker has long since moved from selling musical instruments to offering a wide range of products for active leisure. Their mission is to turn leisure activities into real hobbies and dreams into incredible experiences.
Brand recognition in Slovakia
+13%
Brand recognition in the Czech Republic
+78%
Muziker approached us with a partnership proposal during the most competitive Christmas period, so it was a real challenge for us to prepare a Christmas campaign where, in addition to boosting sales and adhering to performance metrics, we also focused on brand building and memorability. However, we grasped the challenge strategically and chose RTB and META platforms to execute the campaign, targeting potential customers in Slovakia and the Czech Republic. We effectively spread the campaign across a variety of banner formats, videos of varying lengths and on different channels (YouTube, Meta, RTB). To achieve the best possible results, we took advantage of the opportunity to place ads on the most well-known Slovak websites, we targeted relevant audiences according to our own defined criteria and, most importantly, we proceeded to optimize the performance of the campaigns as accurately as possible.
The campaign was planned using the Display & Video planner, which allowed us to use forecasts to build a plan and gain insight into the targets and KPIs. This tool also helped us to efficiently distribute the budget between the different formats to best deliver the target metrics.
As part of the optimization process, we eliminated inefficient creative and domain dimensions, moved the budget between the highest performing targeting, and made sure to emphasize maintaining brand safety. Using Brand safety targeting, we ensured that we were only buying inventory that met brand safety requirements and avoided displaying ads next to inappropriate content. Thanks to precise campaign optimization, we were also able to fulfill both the plan and all expected performance metrics. Despite running the campaign during the Christmas period, when competition in the ad space is at its highest, we were able to deliver even more impressions and reach with very good frequency and an even lower CPM than estimated in the plan.
In addition to the set KPI's, we also measured the effectiveness of the advertising through a Brand lift, which took the form of a banner survey. We used it to measure the association of the main identifying features - the purple colour and the mascot, with the Muziker brand.. It was a one-click questionnaire that was shown to two test groups. Those who had seen the previous ad and those who had not. The difference in the scores of the two groups represents the so-called lift, the impact of the campaign on the brand. The result of this study was particularly important to us.
The Brand lift evaluation showed that users who saw the ad were more likely to associate the color purple with Muziker. Users who did not see the Muziker ad were less likely to associate the color with the brand. Based on this, we can also evaluate that the brand advertising support helped increase brand awareness. In Slovakia, where the brand is relatively well-known, we boosted brand recognition by 13%. In the Czech Republic, where Muziker is not as well known, we were able to make a difference of up to 78% thanks to display ads.
| Brand | Záujem | TG: nevidel reklamu | TG: videl reklamu | Rozdiel % bodov | Rozdiel v % |
|---|---|---|---|---|---|
| Decathlon | 15% | 10% | 19% | 9% | 90% |
| Kytary | 25% | 29% | 24% | -5% | -17% |
| Muziker | 50% | 45% | 51% | 6% | 13.3% |
| Sportissimo | 10% | 17% | 6% | -11% | -64% |
| Brand | Záujem | TG: nevidel reklamu | TG: videl reklamu | Rozdiel % bodov | Rozdiel v % |
|---|---|---|---|---|---|
| Decathlon | 24% | 35% | 18% | -17% | -49% |
| Kytary | 22% | 21% | 23% | 2% | 10% |
| Muziker | 27% | 18% | 32% | 14% | 78% |
| Sportissimo | 27% | 26% | 27% | 1% | 4% |
This result is also proof of the significant impact advertising can have on brand memorability and its persistence in the customer's subconscious. See for yourself the benefits of combining RTB and PPC campaigns and contact our specialists.
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Brand recognition in Slovakia
+13%
Brand recognition in the Czech Republic
+78%
ROAS achieved
5k %
Purchase conversion value
237k €
Increase CTR to
1.85%
Increased visibility to
81%
