This week’s meaty egtabite puts the spotlight on Goldbach Switzerland and the sales house’s effective TV campaign for the online butcher shop Luma Delikatessen. The creative campaign boosted brand awareness, provided an increase in both direct and search traffic and delivered a clear increase in turnover – with plenty of new buyers trying the online shop.
Goldbach’s Brandformance attribution model
At the beginning of April and mid-May, Luma launched their first-ever 20-second TV spot on the creation and mission of the specialised shop. The campaign period – in the midst of the COVID19 crisis – was marked by a general change in the use of media in the country, more particularly an increased use of online platforms, online stores, and streaming services.
During this period, Luma’s TV spot was broadcast on a selection of private TV channels watched by e-commerce enthusiasts in German-speaking Switzerland. Goldbach’s Brandformance attribution model was used to continuously optimise the various time slots and channels used for the campaign. This branding and performance model helps advertisers to measure the advertising impact of a TV spot online and – based on this – to place the spots where the impact is greatest. The use of the model increases sales in TV advertising while at the same time increasing qualified reach.
The impact of TV
What was the impact of the campaign which ran for several weeks? Goldbach surveyed the campaign among the German-speaking Swiss and analysed its impact via Google Trends and Google Analytics to determine the effects immediately after the campaign ended. The effect of television was demonstrated by comparing two groups: people who viewed the commercial and those who did not. Regardless of the KPI, the impact is considered positive if people who viewed the TV spot have a higher index value than people who did not see the spot.
Results
The campaign yielded an exceptional memorisation rate and increased brand awareness: 18% of people aged 15 to 49 said they had seen the spot on the various channels and could remember it. The TV spot had a positive influence on brand awareness among respondents, both assisted (+216%) and unassisted (+277%). People who viewed the spot cited Luma three times more often than other spontaneously named brands when it comes to ordering meat online (+ 264% Top of Mind Awareness).
An increased interest: the results of the survey clearly show an increased interest in the online shop. 19% of people who saw the spot said they learned more about the product. 16% claim to have discussed the product with someone else. An analysis of Google Trends showed a high interest during the TV campaign period. Despite an increase in the use of online shops due to the pandemic, search queries into competing companies were fewer than those dedicated to Luma.
An increase in direct traffic and search traffic: thanks to the TV campaign, a clear increase in direct traffic and traffic from search engines was observed on Google Analytics. Four times more visitors were recorded compared to the period prior to the campaign.
A clear increase in turnover: looking at the evolution of turnover, the impact of the television spot is apparent: 8% of the people questioned, said they bought a Luma product after viewing the spot. 15% even recommended the product to someone. In total, 3.5 times more orders (+ 256%) were placed on Luma’s website via direct traffic and search engines during the period of the TV campaign. Turnover thus increased by 216%.
Conclusion
In a short space of time, the campaign succeeded in getting Luma’s message across – not only did the spot inspire interest, but it also created more online traffic and boosted sales, bringing new clients to the butcher shop. Thanks to the successful results of the campaign, the founders of Luma already did another TV campaign over the Summer and will be back for their biggest TV campaign yet in Q4.
OTHER CASE STUDIES
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE
9. 12. 2024Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT
9. 12. 2024In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste. To achieve this, Dentsu and Ads & Data partnered with Cristal to… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA