A Holle campaign on our online platform babyclub.de uses the example of the Holle store to show how sales and brand awareness can be increased by cleverly combining different forms of advertising. The key to the platform strategy lies in precisely meeting the target group.
The basic idea behind content marketing is to offer the target group added value in terms of content. As an established family magazine, our online portal babyclub.de is a credible platform for a very specific target group, primarily pregnant women and young parents.
content marketing strategy
The added value on babyclub.de is primarily provided by editorial articles. The search engine takes the target group to well-researched articles with high utility value. For breastfeeding mothers, for example, an editorial article on the topic of introducing complementary foods is relevant. babyclub.de opens up this access to the target group for its partners, in this case for the organic baby food manufacturer Holle.
Second component: The Holle online store is advertised in highly visible banner ads (display ads) around the post. The banner also offers a 20% discount if customers sign up to the babyclub.de Holle Club in return. This creates an additional incentive to buy and long-term customer loyalty.
Third component: In addition to search engine optimization, babyclub.de has an additional tool for increasing reach with maximum target group appeal: the placement of editorial contributions in social media such as Facebook & Co. Although these social ads are marked as advertising, they do not feel like mere advertising. The target group recognizes babyclub.de as a credible sender and the content as relevant. Facebook enables such optimal target group selection with high affinity and minimal wastage. In the case of Holle, a click rate of 15-20% was achieved.
The most common motivation for buying a product is to solve a specific problem: the customer’s journey leads from becoming aware of the problem to buying the product. However, our concept starts earlier: Before the customer is even aware of the problem, we direct their interest to the relevant channels. The optimum of this strategy therefore consists of a combination of content marketing with display ads and social media ads. Thanks to this customized digital marketing with our campaign, the Holle online store was able to record a significant increase in sales*.
*Note: Figures collected before the lockdown in March 2020.
