KeukenConcurrent achieves 24% brand uplift thanks to effective use of Ad Manager and Datalab

Costa del Voordeel: Summer discount for customers and a strengthening of the brand for KeukenConcurrent

KeukenConcurrent successfully achieved a 24% brand uplift through the innovative use of Ad Manager and Datalab during their ‘Costa del Voordeel’ campaign. The challenge lay in maintaining brand visibility during the summer holidays, traditionally a quiet period for kitchen purchases. Through targeted targeting and optimisation, they were able to not only boost their visibility, but also increase action intent by 8.6%. These results show KeukenConcurrent that a strategic approach using self-service platforms can deliver significant brand benefits. Curious about the details behind this successful approach? Read on to discover how they exceeded their goals.

KeukenConcurrent has been active in the Dutch kitchen market for more than 25 years and with more than 400 kitchens sold and assembled per week, they are one of the largest kitchen retailers in the Netherlands. KeukenConcurrent positions itself as a price fighter in the market, offering kitchens at very competitive prices without compromising on quality. In general, summer is always a lesser period for KeukenConcurrent: people are often more busy planning a holiday than buying a new kitchen. For this reason, KeukenConcurrent has developed the ‘Costa del Voordeel’ concept. The goal? To remain visible, especially during the summer holidays, while contributing to sales targets, knowing that sales are generally a bit lower in summer.

The campaign used the self-service platforms Datalab and Ad Manager, giving KeukenConcurrent control over targeting and optimisation of the campaign. Wondering how this combined approach led to a nice increase in brand KPIs by as much as 24%? Then be sure to read on!

The focus of the campaign was twofold: on the one hand, it was a branding campaign to maintain visibility during the summer period. Naming the ‘Costa del Advantage’ and capitalising on summer were essential to build this bridge. It was also important for KeukenConcurrent that the campaign contributes to (sub)conversions, such as magazine requests, doing an online 3D Planner, online budget planner or making an appointment in one of the 45 shops.

The campaign was set up by KeukenConcurrent in DPG Media's Ad Manager. Ad Manager is a self-service tool in which marketers can quickly and effectively set up, manage and optimise digital ad campaigns themselves within DPG Media's digital network. For the campaign, additional targeting was added to the primary target group 25-64 years old: people with a low-to-middle income and with an interest in a new kitchen. By combining demographic data, such as age, with specific interests, KeukenConcurrent was able to create targeted ads that appealed to the right audience. This approach used first-party datasets from DPG Media, obtained via Datalab. DPG Media's Datalab is a self-service data platform that allows advertisers to build, manage and optimise personalised segments.