STROOM helps Somfy grow on both brand and performance KPIs. Following the successful spring campaign, the campaign: connect with your home will continue this fall.
The fall campaign took a sharp look at achieving maximum reach in a radio and TV market under pressure. Despite the challenging market, the earlier campaign confirms the strength of the strategically chosen cross-media deployment. The cross-media fall campaign therefore has the main goal of continuing and expanding brand and performance.
Media Strategy
This fall, the cross-media campaign revolves around Somfy's electric window coverings. In line with the earlier flight in the spring, this is being fleshed out based on the touch, tell, sell strategy:
Touch
The use of TV, OLV (online video) and Radio had a positive effect on (website) performance in the first campaign, according to the direct response correlation analysis. For example, a 78% uplift in website traffic was measured.
Tell
A strategically chosen online mix consisting of OLV and social video will shape the tell phase.
Sell
The sell strategy, in part because of its good read-through capabilities, is built on social media and Google Display advertising.
Somfy grows on brand KPIs
In addition to good results from the media campaign, Somfy manages to grow by 10-13% in both spring and fall on key brand KPIs: TOMA (Top-of-Mind Awareness), Helped and spontaneous awareness.
STROOM looks forward to continued cooperation with Somfy in 2022!