While Conforama has strong brand awareness in the Swiss market, they were looking to build a stronger emotional connection with their customers, so Creatives proposed an innovative Facebook promotional campaign to help them accomplish their goals. Previously, Conforama had always focused their communications around special promotions and specific products, but with this campaign Creatives helped the company take on a different, lighter tone that still remained true to their brand identity. The campaign targeted a younger audience and focused on the brand’s quality, while still preserving their competitive pricing and product presentation in the market.
Producing a purposefully ridiculous web series is both an innovative and a subtle way to promote commercial products. The concept is particularly pertinent because it was designed for Facebook, a social channel that is known for reaching large young audiences. Using Facebook as a distribution channel also allowed for highly effective targeted carousel advertising; audiences who had seen the video were retargeted while browsing Facebook with advertising banners featuring the same products they had seen in the videos.
All in all the series resulted in some exciting statistics, reaching over 930,000 unique visitors, accumulating more than 530,000 views, and generating an impressive CPM of 2-4 CHF (benchmark = 8 CHF).