For brands: How the home appliances leader Bosch increased its brand awareness by 30%
The cordless vacuum cleaners from Bosch’s Unlimited series are handheld, powerful, flexible, and have a long service life thanks to multi-unit batteries. Together with its #agency, Segmenta Communications, Bosch turned to Outbrain to increase #brand #awareness for these innovative devices via our premium publisher network.
A True Engagement Brand Lift study was conducted in partnership with Nielsen to measure the impact of Outbrain’s campaign on the perception of Bosch’s products and their key features.
Outbrain’s True Engagement Brand Lift measures the direct influence that #native #advertising has on the perception and consumer behaviour towards brands and products. After being exposed to the brand’s content, the test group and a control group receive a questionnaire on the brand’s perception and other key brand metrics such as perception, preference, and recall. In total, 1,271 internet users were surveyed for the study.
The Nielsen study showed a significant increase in brand perception and preference for the group that engaged with the Bosch vacuum cleaner content via Outbrain. Compared to the control group, they were more likely to associate the Bosch brand (+30%) with battery-powered vacuum cleaners. Moreover, they were more likely to buy a Bosch product (+25%). The effectiveness of native advertising was also measured in the recall of product features, such as the ability to recall Bosch vacuum cleaners’ long-lasting batteries, which increased by 20%.
Sebastian Wetterauer, the Head of Digital Marketing, BSH Hausger?te GmbH, Bosch, comments: “We are extremely happy with the results we achieved with Outbrain. The placements with attention-grabbing formats on premium publishers, in combination with targeted creatives and optimized landing pages, ensured an increase in brand perception.”
The study shows the power of the discovery moment: After reading an article on premium publishers like De Telegraaf, Omroepbrabant.nl or De Limburger consumers reach Outbrain’s recommendations or “discoveries”, often in the form of a feed that users also enjoy on social platforms. They are not disrupted and open for new content - especially from top brands. Outbrain is a perfect addition to the marketing mix and showcases your brand to million readers on premium sites.
Nick Kalse ([email protected])
#advertising #brandawareness #homeappliances #electronics #marketing #native #discovery #brands #brand #awareness