Yuma’s performance driven creatives resulted in lowering customer acquisition costs
Yuma, headquartered in Cologne, is a pioneering startup focused on distributing balcony power plants. With a vision to democratise access to mini solar systems, Yuma aims to empower households to actively participate in the energy transition. By providing easy access to renewable energy solutions, Yuma seeks to make a positive impact on the environment while fostering sustainable practices within communities. In 2023 they partnered with DCMN to create a new TVC commercial and to execute a successful TV media strategy for the period April-August.
Goals
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Yuma aimed to initiate a performance-driven TV campaign targeted at the German market.
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With the primary objective of driving sales and decreasing overall customer acquisition costs (CACs).
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The success of the campaign was meticulously evaluated through key performance indicators (KPIs) including total CACs, direct response rate, and the campaign's overall Cost Per Mille (CPMs), ensuring a comprehensive assessment of its effectiveness and ROI.
Strategy
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Since the client was looking for a performance-driven TV campaign with a primary emphasis on minimising total CACs (cost per purchase), we applied the Creative Impact and Performance TV 360° approaches
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Leveraging DCMN’s Creative & Production expertise we created a performance-driven TV commercial with 10 and 20-second versions.
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We then implemented the Performance TV 360° approach with a test, learn, and scale methodology which enables continuous optimisation of the campaign.
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By creating a media strategy spanning over 5 months we were able to apply the learnings from our first TV flight in April to all subsequent flights effectively lowering CACs and CPM month-over-month.
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July was selected for testing a large awareness TV channel, taking advantage of the lower price index in Germany over the summer months and the brand awareness created by already being on air for 3 consecutive months.
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Overall leveraging Creative Impact in conjunction with the Performance TV 360° approach, ensured a synergistic blend of creative excellence and strategic media placement for maximum impact.
Results
The Yuma success story serves as a prime illustration of DCMN's capacity to assist startup ventures in conceptualising and executing performance-oriented TV campaigns with a strong emphasis on creative excellence. By leveraging DCMN's expertise in crafting impactful TV spots and implementing strategic media buying strategies, Yuma was able to achieve remarkable results.
Through continuous optimisations throughout the campaign lifecycle, Yuma experienced a noteworthy 32% reduction in campaign CPM, indicative of improved cost efficiency. Additionally, the campaign’s response rate was 58% higher than DCMN’s forecasted response rate, demonstrating heightened audience engagement and receptiveness to Yuma's creative and messaging. Furthermore, the campaign contributed to a notable 42% improvement in total customer acquisition costs (CACs), highlighting its effectiveness in driving tangible business outcomes and fostering sustainable growth for Yuma in the competitive marketplace.