How Brandformance boosted posterXXL’s website traffic & market share
posterXXL is a leading online retailer in Germany, known for its extensive range of photo and poster products. Despite facing formidable competition and the seasonal peaks during the busy "golden quarter" between Christmas and January, posterXXL has maintained its market position through strategic manoeuvring. Since 2018, posterXXL has collaborated successfully with DCMN, leveraging their partnership to navigate these challenges and drive growth.
Goals
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posterXXL has already mastered performance marketing, but wanted to strengthen their brand, which would set them apart from many competitors.
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They wanted to become less dependent on expensive performance marketing channels and to build a more predictable and sustainable business especially for their important “golden quarter”.
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The photo and poster retailer was looking for a partner which has both experience in creating high performing creative assets and understands a holistic marketing strategy consisting of performance and brand marketing.
Strategy
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DCMN produced two new creative concepts for TV and YouTube and built 20 different creative variations.
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Those variations were produced for different products and different seasonal events like Black Friday, Cyber Week or Christmas.
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DCMN has continuously tested and analysed the performance of the creative ads with the result that some ads performed so well that they stayed on air for two years.
Results
By applying both the Brandformance® Campaigns approach as well as the strong Creative Impact product DCMN succeeded in strengthening posterXXL’s brand awareness and managed to position the company more successfully on a long term basis. The case is an excellent example of how a good understanding of the interaction between brand and performance marketing in combination with a well executed creative strategy can have a positive impact on the whole business. This is how posterXXL managed to increase generated 28% more website traffic in the months during the campaign.