Twice the orders,
on the same media cost.
A gift is bought once, and made to order.
CEWE is Europe's leading photo service, best known for its photobooks alongside a wide range of photo products and gifts. Its audiences have almost nothing in common with each other: the product is the same, the occasion is not.
A photobook is not an impulse purchase. Someone has to be persuaded to gather their own photographs, lay them out and customise a physical object. That is a long way from a click, and it is why the campaign had to be judged on revenue rather than on traffic.
Media planning that answers to the revenue line.
Tailor-made media planning and campaign management on YouTube and Meta, aimed at tightly defined audiences per product rather than at a single household segment, and synchronised with CEWE's television presence rather than run beside it.
Revenue was tracked properly from the start, so both the sales campaigns and the awareness campaigns could be judged on what they returned. Without that, awareness spend defends itself with impressions and nobody can tell whether it earned its place.
Same cost, twice the output.
Over one year, twice as many orders and a 107% increase in purchase value, on the same media cost. The budget did not move; the audience definition and the channel mix did.
Return is a revenue question.
Doubling orders without spending more is only provable if revenue was being tracked before the work started. The measurement decision came first, and it is what let the awareness half of the plan be defended rather than assumed.
“As Europe's leading photo service, we trust comtogether with synchronizing our TV commercials with efficient digital advertising. We value the team's expert advice, proactive suggestions and timely communication as well as their flexibility in testing and exploring new ideas. It is a real pleasure to work with them!”
