A customer centric approach
Solution
To address Eterna’s very heterogeneous target groups (women and men of different ages), we focused on attention-grabbing communication tailored to the target groups. The main focus of our communication was on the presentation of the products.
The close and integrated collaboration of media and creation resulted in a strong presence and product experience across all touchpoints: By integrating augmented reality technology, we could both focus on Eterna's products and add product information that appeared in the room when scanning the ad.
By selecting three new personas, which depict Eterna's heterogeneous buyer target group, we were able to address the target group in a highly relevant way. To stand out and showing the advantages of the products, they wore the Eterna products in front of a black background. To the question "Fashion or Passion" Eterna provided a solution for both.
In combination with a multi-channel media approach (print, online, social media) we were able to double the number of visitors to the Eterna online store. The strong click-through rate of 16% illustrates the high potential of AR expansion. Another plus: the campaign significantly increased brand awareness within the target group. The results show that it pays off when media and creation work together in an integrated way.
