How we increased Kaufland's global brand awareness

Kaufland, part of the German Schwarz Gruppe, belongs to the largest retailer in Europe and the fourth largest in the world. We have been working with the company for several years and have developed several of their regional and national marketing strategies.

During the last marketing campaign we applied Google’s Brand Lift technology. Brand Lift uses best-in-class methodology to gather feedback directly from consumers in real-world settings (the data is gathered directly from YouTube). Brand Lift is recommended for clients with reasonable budgets.

We will give you an insight into this marketing tool, even though we are allowed to share only limited information, based on privacy and data agreements.

During the first step we analyzed and proposed the formats and bidding that would be used for this campaign, followed by testing 20-second non-skippable ads on YouTube. The client’s request was to deploy TrueView, a YouTube video ad format that gives the viewer options, the most common of which is the ability to skip the advertisement after five seconds.

All ads were set to reach bidding, aiming for the biggest possible reach. We also tested bidding on views, but this option seemed non-effective for this type of campaign.

Two questions were asked in our client’s Brand Lift campaign: Are you familiar with one of these supermarkets? And: Which of the following supermarkets would you shop at? It is important to say that the number of questions you can ask varies based on the budget.

We have collected tens of thousands of answers to these questions. After comprehensive analysis we found out, that we increased brand recognition by almost 5%. When we asked "which of the following supermarkets would you shop at?" we found out, that almost 15% of YouTube users increased their preference in shopping at Kaufland after the Brand Lift.