From baby care to brand impact: how Naïf scored big on the big screen
Many companies think that advertising on the big screen is only for big brands with big budgets. That makes sense, but today that doesn’t have to be the case anymore.
Naïf, a sustainable baby and family care brand, has proven this. Together with media agency PINK, the brand looked for a way to reach more people and appeal to the right target audience. The result? A big-screen video campaign that delivered a striking brand impact.
Watch the case study video or read below to see how Naïf went about it.
Great news: this case has been nominated for the European Video Awards in the 'Best Full CTV Campaign' category. The winner will be announced on October 1. See you in London!
Casemovie Full CTV x Naïf
TV with an easy entry threshold
Television remains one of the most powerful media for building brand awareness. Yet many companies believe that TV advertising is complicated or unaffordable.
Full Connected TV (Full CTV) significantly lowers that barrier. It combines the impact of television with the smart targeting you’re familiar with from digital ads. This allows you to show your video ad to the right target audience, on the big screen at home. Just as Naïf makes life easier for new parents, Full CTV now does the same for advertisers.
Everything sorted in Ad Manager
What made Naïf’s campaign so simple is that Full CTV is available through Ad Manager: DPG Media Advertising’s self-service platform. Through this platform, you can launch, manage, and optimize your video campaigns yourself. You choose your own budget, target audience, and campaign duration. There’s no minimum investment, and you can easily track the results.
For Naïf, this meant complete transparency, a quick launch, and the flexibility to make adjustments as needed.
The right message for the right families
For Naïf, it was important to reach exactly the people their products are relevant to: parents with babies and young children.
That’s why the campaign was enriched with retail data from Carrefour. Based on purchasing behavior, the campaign could be targeted specifically at families who truly belong to the target audience. This ensured that the media budget was used as efficiently as possible, allowing every euro to generate maximum impact.
And the results? They speak for themselves.
A perfect report that parents can only dream of for their children. The campaign led to a significant increase in the number of people who recognized Naïf, considered the brand, and indicated they would like to purchase it in the future. At 27.3%, the total brand impact was well above the average benchmark of 12.3%.
In addition to the reporting in Ad Manager, the campaign was also evaluated using a brand lift study. This made it possible to concretely measure the campaign’s impact on brand awareness, brand preference, and purchase intent.
What does this mean for your brand?
Maybe you can relate to Naïf’s story. You want to grow, but you’re looking for a way to use your marketing budget as efficiently as possible. Or perhaps you think advertising on the big screen is out of reach.
This case study proves that doesn’t have to be the case anymore. Even without a traditional TV budget, you can combine the power of the big screen with the precision of digital targeting.
Curious to see what that could look like for your brand? We’d love to brainstorm with you.