Media strategy insights
The highest reach can be achieved on TV, but we are deliberately looking in a different direction. We cannot and do not want to compete with the media pressure (especially the GRP levels) of the HEMAs and IKEAs of this world. And TV doesn't fit the Dille & Kamille brand either.
The brand's current strength lies with its regular customers and the location of its stores. This is therefore the starting point of the media strategy. Research showed that the group that eventually went in often made a purchase and was positive about the store and its assortment. An "inside-out" media strategy was therefore chosen, capitalizing on the target group located near a Dille & Kamille store. As everywhere situated in an attractive and centrally located building. We target the large group of light buyers, assuming at least one visit every 4-6 months. We want to make them curious about the store.
The media mix therefore focused primarily on raising awareness directly around its branches through media such as digital out of home, freecards and mobile (geo targeting).
Secondary, we deployed impactful ad formats with high reach that are consumed with attention (print, digital audio, online video and social). This maximized the creative concept and material.
The quirkiness of Dille & Kamille: Black Friday = Green Friday
Communication strategy is not only about paid media but also about the balance with creation, internal communication, corporate vision and PR. During the campaign, Dille&Kamille reinforced its vision by closing its stores on BlackFriday, the peak of sales for retail Netherlands. Including the webshop! This day was transformed into Green Friday. All employees went to work in nature in cooperation with Staatsbosbeheer. With this quirky approach, Dille realized nice exposure on top of the campaign. Live the brand.
Synergy creation and media
Dille&Kamille wants to be visible in its "own way": media appropriate to the brand and campaign, reach is not a primary goal, no showiness, not too commercial. Quality before quantity.
The creative concept ties in seamlessly with this: various expressions that portray Dille products almost poetically. The concept lends itself perfectly to media that are watched, listened to or read with attention. A moment to reflect on the 'things that matter'.
Objectives and results
De merkbekendheid is ten opzichte van concurrenten relatief laag (5% spontaan, 66% geholpen). Klanten van Dille zijn daarentegen heel positief, triggers zijn: aantrekkelijk assortiment, de unieke sfeer en duurzame/natuurlijke producten die je nergens anders ziet. Klantbriefing samengevat: “Dille is een sterk merk, alleen moeten we dat meer voor het voetlicht brengen”.
(Bron: Motivaction onderzoek Dille & Kamille dec 2021 N=1.229).
Therefore, the primary goal of the campaign is to create curiosity about Dill and its unique philosophy, due to its low profile relative to competitors and positive customer experiences.
Doelstellingen: significante stijging op de KPI’s:
1. Merkbekendheid index van 100 naar 110
2. Merkimago index van 100 naar 110
3. Store-visits index van 100 naar 105
By creating relevant curiosity around the brand, we managed to get more people to the stores, creating an ever-growing group of regular and enthusiastic customers.
The communication results were as follows, extraordinarily successful with a relatively modest budget. The power of creation and media was fully realized
| Objective | Result | Difference | |
| Brand awareness | 110 | 118 | + 8 |
| Brand image | 110 | 116 | + 6 |
| Store visits | 105 | 115 | + 10 |
TABLE Media results on an index basis (Source: Memo2)
Impact fire tunnel
The effect of the campaign was measured through a Memo2 THX tracking analysis. Contacts were measured based on actual media use, this way it was possible to distinguish between the exposed and non-exposed group. The campaign had a significant positive effect on the helped brand awareness of Dille&Kamille: an important condition for further growth as a brand. It was striking that we immediately saw positive effects on consideration and intention to visit the store.
Advertising Recognition
The creation was rated as very appropriate to the brand and appealed to the broad target audience above average. Advertising recognition of the individual media was higher than expected. An effect that can be explained by the high degree of creative consistency within the campaign and variation in channels deployed.
Cherry on the cake: synergy
The combination of media created synergy effects within the brand funnel: the individual media reinforced each other. Striking is the added value of print and social specifically on purchase intention and store visits. These media also score extremely positively on brand objectives within the deployed media mix.
Conclusion
All media goals were more than met. The competition steered towards TV and radio, difficult for us to achieve sufficient share of voice there. The basis for the reach was on digital, where the proposition was conveyed within relevant context (location and/or theme). Pinterest, along with Instagram, provided the vast majority of impressions. The message delivery was in the print/freecards/video/audio ads, which is also where the creative concept lent itself best.