For over 60 years, Leifheit has been one of the market leaders in household products. Under the slogan "Household today," Leifheit offers a range of products within three categories: clean home, fresh laundry and smart kitchen. From floor wiper sets to tumble dryers and from kitchen tools to ironing boards. The originally German brand strives for innovative products of high quality, optimal ease of use and functional design for an even finer living experience.
STRATEGY
Within the competitive market of household products, brand awareness is essential. Leifheit's main goal is therefore to achieve a stable position within the evoked set of consumers. The effective 1+ reach per flight is leading within the communication strategy. Besides targeting reach, various analyses provided insight into the most cost-effective way to reach the target group of shoppers aged 25-67. Aiming for a continuous perceived presence.
MEDIAPLANNING
To reach the broad target audience, TV is a must. With the deployment of several campaigns over a year, the 1+ reach is built in the fastest and most cost-effective way possible. The affinity of the target group is strongly spread over several channels, making a combination necessary to generate maximum reach. By making smart choices in planning, the budget is used as optimally as possible. And we mean choices regarding GRP pressure per week and the law of diminishing returns in terms of cost per reach.
RESULT
The campaign results show that the media choice for TV and the combination of various channels works optimally for generating the largest possible reach of > 85% within the target group. In addition, thanks to the various campaigns, Leifheit has the opportunity to highlight the wide range of products within the seasonal pattern. This increases the relevance of the products shown and the effectiveness of the communication.
OVERALL
The frequent media engagement not only contributes to the growth of Leifheit's brand awareness, but also generates clear insights around the target audience's consistent media usage. These insights serve as a basis for further analysis and optimization of future campaigns.