Komputronik
How to Convince Young Audiences to Choose Your Product? See how we did it with the Komputronik campaign!
Analysis of Previous Media Activities
Years of experience in the market and high brand recognition might seem like the key to success. However, research revealed different conclusions. The issues the client faced were not what we initially expected; the target audience was aging (mainly men over 40), market position was weakening, and consequently, there was a drop in website traffic and conversions.
Our Mission: What We Wanted to Achieve
The primary goal of the campaign, running from February 2022 to February 2023, was to increase website traffic. How? By rejuvenating the target audience and sparking their interest in the brand. Our task was to reach Millennials and Gen Z. This also led to the need for some secondary objectives, such as rebranding the brand and revising the sales funnel strategy.
Goal: Rejuvenating the target audience.
Challenges We Faced
One of the challenges was adapting the online campaign to the post-COVID realities. The increasing cost of electronics and the lack of possibility of visiting physical stores significantly complicated this task. Additionally, high-budget campaigns by competitors also impacted the market situation.
Strategy in Practice: The Steps We Took
At Sales&More, we know that unconventional methods and innovative approaches tailored to the brand are the best way to achieve campaign success. However, for the message to reach the customer, the right communication channels needed to be selected, which required changes to the media mix and a holistic view of the entire brand.
- We began with the client rebranding their logo and the overall brand identity and communication style, which was aimed at reaching the new audience.
- We utilized popular social media channels among the target audience: TikTok, Twitch, and Reddit.
- We collaborated with influencers, including Ziemniak.
- We also used the brand profile and the Advent Calendar feature on OLX, revealing special holiday deals.
Results, and Much More!
Komputronik presented its new, younger face, achieving the desired result. During the year-long campaign, we increased revenue by 45%, and market share grew from 3.5% to 6%. Sales in the youngest target group were 50% higher than at the start of the campaign!
