Brand Awareness at the Crucial moment: New-2-Brand Hanseatic
Brand Awareness at the Crucial moment: New-2-Brand Hanseatic
Imagine you are looking for a new pair of jeans. Naturally, models from your favorite brand tend to catch your eye first. Even if the perfect model from another brand hangs right next to it, you might disregard it simply because you’re unfamiliar with that brand. This thought experiment isn’t just applicable to other categories – such as washing machines in this instance – but also clearly demonstrates the enormous, as-yet-untapped potential among buyers who have an interest in a product category, but are not yet familiar with a particular brand offered on OTTO!
Hanseatic successfully reaches its selected target group with a New-to-Brand campaign.
For more than 60 years, Hanseatic has stood for innovative household appliances incorporating the latest technical standards. With the help of a four-week campaign in summer 2025, the aim was to increase brand awareness and brand perception among a relevant target group on OTTO that had no prior brand contact with Hanseatic. Through data-driven audience selection, a diverse audience was addressed, consisting of users with purchase intent for washing machines, as well as other related target groups not yet familiar with the Hanseatic brand. In addition to success measurement via relevant media campaign KPIs, the Hanseatic New-2-Brand campaign was also accompanied by a brand-lift study conducted by Reppublika Research & Analytics.
The results
Ad Impressions
Substantial on-site reach on OTTO and off-site within the OTTO Display Network
Brand Awareness
Significant increase in Hanseatic’s aided brand awareness
CTR Offsite and x1.14 CTR Onsite Uplift:
Outperforming the campaign’s CTR benchmarks
Increased Purchase Intent
Significant increase in purchase intent for washing machines among users exposed to the campaign
Impact at the crucial moment with the desired target audience
The New-2-Brand campaign was launched Onsite on OTTO and primarily Offsite via the OTTO Display Network, achieving a substantial reach of 55 million ad impressions within 4 weeks.
The campaign objective of increasing brand awareness – specifically within a relevant target group with no prior brand contact – was fully achieved. Aided brand awareness among users exposed to the Hanseatic New-2-Brand campaign (test group) is 45% higher than among users without corresponding campaign contact (control group). This is evidenced by the results of an accompanying Brand Lift Study*. Furthermore, the test group shows a 69% higher purchase intent for washing machines, a result that clearly underscores the accurate targeting of a relevant audience.
Hanseatic’s brand image benefits from the New-to-Brand campaign
“Reliable Technology at a Fair Price – Quality Born of Conviction” – With this advertising claim, Hanseatic delivers strong brand messages. The accompanying market research also provides compelling insights here. The aforementioned claim and its associated message are perceived by consumers exposed to the campaign: They significantly have a stronger association with Hanseatic’s brand image dimensions such as quality and good value for money than users in the control group.
“Retail Media’s impact is no longer limited to just the shopping cart; it also offers opportunities to broaden the funnel.”
In terms of classic media KPIs, the New-2-Brand campaign also proved to be a resounding success for Hanseatic: the addressed audiences without prior brand contact demonstrated above-average CTRs compared to a benchmark for home appliance campaigns, outperforming it Onsite on OTTO by a factor of 1.14 and Offsite in the OTTO Display Network by as much as 1.25.
Curious? Let us advise you on how you too can benefit from OTTO’s first-party data – especially in the mid and upper funnel.
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