decemeber19 Drives Awareness for Cewe's Photobooks

december19 were tasked with increasing awareness of Cewe’s photobooks in the key pre-Christmas gifting period, with the aim to increase orders in festive run-in.

As Cewe photobooks are a premium option, december19 identified higher income women aged between 35-54 as its key demographic – the ‘prepared gifters’, as the team called them.

december19 knew that TV would build brand awareness for Cewe, but it would also supercharge existing activation channels, to boost the overall sales success of the campaign. It was also able to identify key viewing patterns that allowed the team to target ‘prepared gifters’ efficiently.

Due to the limited budget, december19 knew the challenge was to maximise efficiency and make the budget work as hard as possible for a brand competing with some big spending rivals: 

• The team used varying copy lengths and messaging across the campaign to first build brand and then boost orders, while also maximising the number of spots it could get away.
• The team hand picked spots in key programmes that it knew indexed highest for its target audience.
• The team balanced peak and selected daytime spots to maximise efficient reach, while also pinpointing its target audience. 
• The team also used a blend of multichannel and terrestrial channels to maximise relevancy for its core audience.
• All the TV was optimised using spot matching analysis, to constantly adapt the campaign to what was driving sales.

To further increase orders, december19 also ran some proximity digital OOH in selected shopping centres to drive customers into outlets to use the in-store order features. These sites were handpicked for the highest footfall and ran only during peak shopping days to maximise impact. 

The campaign ran on TV and OOH. 

Outcomes of the campaign include 55% YoY site traffic uplift, 20% Y0Y increase in revenue and Cewe were dominant photobook company on TV during the 2021 Christmas period.