Jägermeister Teams up with newage. to Create Brand Awareness Campaign in Ukraine

Goals and Conditions

Our steady client, Jägermeister, approached us to launch a brand awareness campaign for the Ukrainian audience. Our focus was on broad coverage but with a sufficiently effective impression frequency.

The campaign's target audience comprised consumers aged 18-39 from big cities. The client prepared video creatives and banners, and our task was to handle the placement and configuration of the advertisements. The task looks pretty simple, however, it required a detailed plan to follow and a lot of attention to make it all work correctly.

Our Approach

Tools

We opted for video and banner ads on Display & Video 360 and Facebook to achieve the campaign's goals. We divided the audience into cold and hot/warm segments and focused on the cold one — those who don’t know the Jägermeister brand. Of course, within each segment, we had different audiences that were singled out separately, and we could evaluate each one individually.

Thanks to segmenting our audience, we could observe the reaction of each segment/audience to the ads, allowing us to finely adjust and optimise the display frequency for each segment. We continuously optimised the campaign, improving budget distribution and display frequency for different audience segments. In the following sections, we will delve into the uniqueness of our approach and how brand advertising warmed up the cold audience to conversions and even transactions.

Optimisation

During the campaign, we took users from ads to the website of Jägermeister's official importer in Ukraine — Bayadera.ua. This website had a newly created online store, so the pixels we configured provided us with the opportunity to track the delayed impact of our advertising on user conversions in this store. Even though conversions were not the primary goal of the campaign, we deemed them worthy of investigation.

Research on deferred demand using Display & Video 360 showed that out of the users who visited the "Jägermeister" category on the advertiser's website. 65% came through direct transitions (clicks from the ad), while another 35% came through postponed transitions (visits to the category from another source or even other device).

Moving to the next level of conversions (viewing product details), only 10% of those who converted visited the shop directly from the ad. The majority of the ad audience browsed product details from a different device or arrived at the website from another source.

Regarding the final conversion, the purchase, all ad viewers who completed the purchase accessed the Bayadera.ua website from the same device where they saw the ad but from a different traffic source.

While the absolute data was not extensive, it was sufficient for us to optimise the campaign significantly, such as determining the most effective frequency, and more. 

Results

Overall, the campaign results in media metrics looked as follows. We achieved 25.5 million views, reaching 4.1 million users at an average frequency of 6.2. In general, even such huge numbers of reach cost the client not a huge budget, only a few tens of thousands of euros.

It was not a huge campaign, just a small, regular one. However, the primary indicator is brand awareness growth, measured through Brand Lift, and we will delve into this in the next part.

Brand Awareness

To measure the campaign's main KPI, brand awareness, we launched a research study on YouTube alongside the campaign — Brand Lift. In this ad campaign, awareness among users who have seen the ads is significantly higher than those who haven't.

As a result, Brand Lift on YouTube recorded a 10% growth in awareness relative to the previous period and a 4% increase in absolute values.

Consideration also increased by 10% compared to the previous period, and the overall favorability after the campaign rose by 1%.

Final word

Having data that helped us understand which audience responds best and what frequency is needed for each of them, which creative works best for each audience. We were able to optimise the campaign with a small budget and achieved great results in awareness metrics. Even though the brand has great TOP indicators on the market, and it is very difficult to grow, however, we did.