Hessenschau – Brand Lift (Social)

The hessenschau brand is the regional magazine on Hessischer Rundfunk – a german television channel. It’s the most successful and popular program on linear hr television. In recent years, the product range of the hessenschau brand has been expanded to include numerous digital products.

• Product Awareness: +4%
• Brand Awareness: +6%
• Recommandation Uplift: +10%

Client’s Business Goal

The goal was a measurable, significant and sustainable increase in awareness of the digital hessenschau products. The campaign objective was therefore defined as increasing brand awareness and recommendations of hessenschau’s digital products. The focus target group was to be all 25- to 34-year-olds in the state of Hessen. Furthermore, new users were to be won over for these products.

Shared Solution Approach

For this campaign, we developed an individual study solution. In collaboration with Publicis Pixelpark, which was the creative agency responsible for the conceptual development of the campaign, video ads and image ads were chosen as the ideal format for the regional campaign.

We then tested two different creative approaches for their suitability. Classic A/B tests were used for this purpose.

The advertising media showed the “hessenschau” brand with the individual digital products including the respective examples of use. The focus target group remained to be 25- to 34-year-olds in the state of Hessen.

Elirius Strategy Leads to Success

A popular brand becomes even more popular. The hessenschau awareness campaign achieved more than 14.5 million high-quality impressions with a target group coverage of almost 87%.

• 4% increase in awareness of digital products
• 5% increase in brand awareness
• 6% increase in brand awareness in focus target group
• 6.5% increase in positive referrals
• 10% increase in positive recommendations in focus target group
• 20,000 potential new users