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
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION
17. 7. 2025In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
MADE IN AUSTRIA – MADE FOR AUSTRIA
16. 7. 2025A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY
17. 4. 2025A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM
17. 4. 2025Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
THE MAGIC OF REPETITION: MAXIMISING THE IMPACT OF ADVERTISING
26. 3. 2025In a world where distractions are everywhere, grabbing consumers’ attention feels like trying to catch lightning in a bottle. From scrolling through social media while watching TV to listening to the radio while driving, consumers are often distracted. This presents a unique challenge for advertisers: how can we connect with an audience immersed in multitasking?… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
TELETEST 2.0: AUSTRIA’S NEXT-GEN TV MEASUREMENT
21. 3. 2025Teletest 2.0 is Austria’s new TV measurement system, developed by AGTT, which significantly enhances the way TV viewership and ad reach are measured. It introduces a new audience panel with 100,000 synthetic people meter participants, significantly increasing accuracy and depth of audience measurement, enabling real-time data collection and improving data quality across the Austrian television… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
THE STREAMCASTING CHALLENGE AND THE BATTLE FOR AD-TENTION
21. 3. 2025The Italian media Sales Houses Association (FCP), in collaboration with Politecnico Milano and Nielsen, has conducted an in-depth industry study titled ‘’The Streamcasting Challenge and the Battle for Ad-Tension’’. This research explores the evolving dynamics of total audience measurement across broadcasting and streaming platforms, with a particular focus on ad-tention, the quality and quantity of attention… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
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