Pixum Case Study: Linear TV & Digital Advertising in a mix of channels

Pixum is an online photo service for calendars, photo books and more, which is highly competitive, especially in the pre-Christmas business. The aim was to increase brand awareness and attract more users to the award-winning app.

Address the target group via various touchpoints with tonally similar but changing motifs over a period of several months in order to create variation and at the same time a high level of recognition value. The campaign was divided into two flights. The target group defined young, traveling couples; family-oriented women and best agers. In addition to TV, the channel mix included YouTube, Display and DOOH. In order to counter the strong competition and cost intensity before Christmas, the branding part of the campaign was already implemented at the end of the autumn holidays with an “after holiday” motif. In these cost-efficient TV weeks, the opportunity was seized to create more awareness for the brand with less competition. YouTube and Display have digitally extended the customer journey. DOOH was specifically placed at highly frequented locations such as airports in order to address the defined target group with a wide range.

The campaign was successfully implemented on all channels. The display campaign achieved high visibility with 79% viewability, while over 60% of the videos were viewed in full on YouTube. The TV campaign exceeded the predicted reach and increased website traffic and app downloads through continuous optimization. Thanks to the early start in autumn, Pixum had already generated significant sales growth in September and made a successful start to the important Christmas business.