Kühne: Erfolgreich die Käuferreichweite steigern

Kühne's strategy was to complement the awareness-driven digital spots in the upper funnel with shopper-focused marketing in the lower funnel. To achieve this, a partnership was established with the two retail media providers, Bring! and Bonial. The goal was to engage consumers directly in the purchase decision process and excite them about Kühne's new products. By strategically placing the Natürlich GUT oat dressings and premium MADE FOR VEGGIES sauces on the Bring! app, buyer reach was significantly increased.

The collaboration between Kühne and Bring! was characterized from the beginning by a sophisticated mix of measures. By placing recipe ideas, which could be directly added to the shopping list, as well as targeted product placements of Kühne products in the shopping list, a direct approach to the target group was achieved. Notable was the grill special, which provided an additional awareness boost during summer and generated a significant share of impressions.

Another key factor for the success of the campaign was the continuous monitoring and optimization of placements and keywords. Through ongoing tracking and performance analysis, the campaign could be continuously improved. This allowed us to far exceed benchmarks and maximize the results for Kühne's campaign.

The collaboration between Kühne and Bring! is an outstanding example of how targeted product placements on an app in the direct shopping context can significantly increase buyer reach. Through an innovative concept, successful implementation, and continuous optimization, the campaign's goals were surpassed, establishing the concept as a cornerstone in Kühne's future digital campaigns.