Social Brand Lift Study
Hessenschau is the regional magazine of Hessischer Rundfunk, a German television channel, and it stands out as the channel's most successful and favored program in traditional broadcast. In recent years, the hessenschau brand has expanded its offerings to include a variety of digital products. Recent statistics show significant growth: product awareness increased by 4%, brand awareness by 6%, and recommendations saw a boost of 10%.
**Client’s Business Goal:** The aim was to achieve a measurable, notable, and lasting increase in the awareness of hessenschau's digital offerings, with a particular focus on enhancing brand awareness and the recommendation rate among these products. The targeted demographic comprised individuals aged 25 to 34 residing in Hessen, with an additional goal of attracting new users.
**Shared Solution Approach:** For this initiative, we devised a tailored research solution. Working alongside Publicis Pixelpark, the creative agency tasked with developing the campaign, we determined that video and image ads were the most effective formats for our regional strategy. We tested two distinct creative concepts using classic A/B testing methods to assess their effectiveness. The ads prominently featured the "hessenschau" brand along with its specific digital products and examples of their usage, targeting the same demographic of 25 to 34-year-olds in Hessen.
**Elirius Strategy Leads to Success:** This campaign successfully amplified the popularity of the brand, generating over 14.5 million high-quality impressions and reaching nearly 87% of the target audience.
For more details, visit: [Elirius Project Page](https://www.elirius.com/projects/hessenschau)