From October 2022 to May 2024, I worked as a Senior Sales Manager at Blis, a SaaS platform specializing in data matching, data targeting, omnichannel activation, and both, online and offline measurement. One of my significant projects during this time was the cross-border Langnese/Eskimo campaign, covering Germany and Austria.
Summary
In this role, I managed direct client contact with Langnese’s headquarters in Germany and coordinated the setup with the agencies in Germany and Austria. The campaign was not only measured by online KPIs but a brand awareness measurement, as well as footfall tracking was implemented in cooperation with the client.
My responsibilities included:
- Communication Coordination: Working closely with OMG Germany and Austria to synchronize efforts and achieve campaign objectives. Facilitating seamless communication between the client and the agencies, ensuring alignment and clarity in all interactions.
- Creative Coordination: Overseeing the creation of advertising materials by Blis, ensuring they met the client’s standards and campaign goals.
- Strategy Setup: Developing a strategic plan focused on delivering and measuring footfall and meeting the client’s benchmarks for success.
- Reporting and Optimization: Conducting regular meetings with the client and agencies to provide detailed reports, optimize campaign performance, and ensure continuous improvement.
- Educational Presentations: Introducing Blis’s products and capabilities to the client and agencies through multiple informative presentations, as Blis was relatively unknown at the time.
- Measurement/Reporting coordination: Set up and executed online measurements, footfall reporting, and brand awareness studies. Coordinated materials and reporting with the study service provider, client, and agencies.
The campaign aimed to increase footfall at selected points of interest (POIs) such as swimming pools and kiosks where Langnese ice cream was available. Additionally, the campaign sought to reinforce the brand’s position as one of the strongest ice cream brands through strategic advertising.
Details
Campaign Objectives:
- POS Conversions: Drive conversions and increase footfall in POS like retailers and public places, where Langnese/Eskimo is sold
- Sales & Brand Uplift: Achieve an uplift in sales and brand awareness in Germany and Austria.
Approach:
- Proximity Targeting: Implemented hyperlocal targeting with a radius of 100 meters in urban areas and 1 kilometer in rural areas around the POIs.
- Creative Development: Collaborated with the client to develop advertising materials that directed users to the nearest POS through map integration.
- Measurement: Assessed footfall, awareness, and brand recognition. Conducted user surveys to measure brand awareness and the impact of Blis’s advertising, separated by country.
Results
- Country Performance: Austria was the strongest perfroming country in CTR, Germany in Footfall and Brand Uplift
(c) blis, 2023