TUI Czech Republic:
The impact of a full-funnel video strategy
on Brand Lift and conversions
The Challenge
The main challenge of the campaign was not only to increase traffic and sales conversions, but above all to confirm that previous awareness activities had a real impact on users’ purchase decisions and helped build the brand’s competitive advantage within the category. The key strategic decision was determining how to combine brand-building and performance objectives within one cohesive media strategy. The campaign needed to answer several important questions:
Does investment in reach-focused activities genuinely support sales?
How long and with what frequency should users be exposed to the advertisement?
Which metrics best demonstrate the campaign’s impact on brand perception and purchase readiness?
How can effectiveness be measured not only through conversions, but also through changes in brand perception?
An important element of the project was also maintaining high media efficiency while simultaneously building broad reach and strengthening users’ purchase intent.
The Strategy
We designed a full-funnel strategy in which awareness activities generated interest and prepared users for purchase, while performance campaigns effectively captured the demand created. One of the key decisions was moving away from evaluating the campaign solely through standard media KPIs. To verify the real impact of advertising on brand perception and consumer decisions, we used a Brand Lift Study. The research focused on three key areas: Ad Recall, Favorability, and Purchase Intent.
The media strategy was planned to ensure broad coverage of the target audience while maintaining an optimal frequency of ad exposure. As a result, users moved through the different stages of the purchase funnel in a natural and consistent way.
The Results
+2,5%
Purchase Intent Lift
+4,46mln
Unique Users
+58k
on-site micro-conversions and users initiating purchase actions
+45%
Coverage of internet users
