Building the case and strategy for a new-to-TV brand, across Europe
+8% Revenue Increase for MyFujiFilm’s pho
Challenge
My Fujifilm is Fuljifilm’s Photo Book service, a category that priorities a media presence spent in search and social and optimises to a good ROAS. The challenge to grapple with: are we missing out on growth? The decision: stick with what’s worked to date or twist and develop a new, more ambitious communications mix.
Insight
My FujiFilm had budget to test TV and Video but the business case had to be one of short term uplift.
Our test framework outlined the impact that TV would have on conversion rate, higher organic traffic, reduced CPC on generic search terms PLUS warm up the 95% of customers who are not in market.
Solution
‘Nesting TV’: working in a European strategy capacity we built an approach of driving 1+ reach and outsized share of attention in TV around nesting moments.
Photo books take time so it was important to reach people who are likely to ‘nest’ at times when they are doing. The strategy also involved aligning all other channels around weekend bursts to increase brand presence.
What the client said:
"Palace Project have successfully educated our local market teams in the benefit of brand-building media and have been attentive partners in developing strategies, plans and demonstrating impact. We have some way to go but Palace Project have helped our markets get off to an excellent start.”
Adam Long, Head of Marketing