Triumph boosts Brand Awareness with a New‑to‑Brand Campaign
Triumph boosts Brand Awareness with a New‑to‑Brand Campaign
Triumph successfully engages New Consumer Segments with a New‑to‑Brand Campaign
Founded in 1886 and active in 45 markets worldwide, Triumph has long been a key player in the global textile industry. To unlock additional growth potential, Triumph launched an attention‑grabbing 360‑degree campaign in autumn 2025, featuring entertainer Michelle Hunziker as brand ambassador. In addition to this testimonial, Triumph enlisted OTTO Advertising to strategically reach consumers who had not yet considered Triumph in their personal “relevant set.
To achieve this, OTTO Advertising activated a New‑to‑Brand campaign leveraging data‑driven targeting designed to reach previously untapped customer groups. Alongside standard media KPIs, the campaign was evaluated through a Brand Lift Study conducted by Reppublika Research & Analytics
Die Ergebnisse
Ad Impressions
Substantial reach across the OTTO Display Network
Unaided Brand Awareness
Significant uplift among exposed users
CTR Uplift
Outdoor audiences exceeded CTR benchmarks by a wide margin
Increased Traffic to the Triumph Brand Page
Strong uplift in engaged traffic on OTTO
Brand Awareness of Triumph significantly increased
The campaign met its primary objective: driving brand awareness among consumers with no previous interaction with Triumph. Unaided brand awareness among exposed users (test group) was 43% higher than among non‑exposed users (control group). After being shown the campaign creatives, nearly one in three respondents recalled having previously seen the ads — a result confirmed by the Brand Lift Study.
First‑Party Data enables precise Targeting
Ahead of the campaign, hypotheses were developed to determine which consumer types — beyond Triumph’s core shoppers — might show strong affinity for the brand, even without previous purchase history at OTTO. These insights informed a targeting setup that strategically delivered Sponsored Display Ads across premium environments such as news and lifestyle publishers.
These hypotheses and audiences were not built on guesswork but derived from deep analysis of exclusive first‑party data from more than 31 million user accounts across the otto group. As a generalist retailer, OTTO provides rich behavioural insights — far beyond the lingerie category.
CTR Performance exceeds Benchmarks
Especially the “Outdoor” audience delivered impressive engagement, achieving a +175% CTR uplift versus benchmark. Fashion enthusiasts and wellness fans also delivered strong results, outperforming CTR benchmarks by +125%. These metrics confirm a strong alignment between the identified audiences and the campaign’s messaging. Over the six‑week campaign period, traffic to the Triumph brand page on OTTO increased by +350%.
Strong Brand Presence at the right moment
The campaign’s impact extended beyond awareness metrics. Survey participants exposed to the ads showed a 23% higher purchase intent for lingerie compared to a structurally similar control group. The campaign not only delivered on upper‑funnel goals but also successfully influenced users in the all‑important consideration phase — precisely when buying intent peaks.
„These results demonstrate that our data-driven audience selection enabled us to identify relevant, purchase-ready target groups beyond the obvious segments — and measurably strengthen Triumph’s brand within them“.
Anestis Tsakiroglou · Head of Enterprise Sales OTTO Advertising
„The results clearly show the potential within these previously untapped audiences. We are pleased that we were able to increase brand awareness and lay the foundation for further growth.“.
Katharina Reichhart · Head of Marketing DACH bei Triumph
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