Librio.ch and TV – A Success Story

When speaking of TV as an advertising medium, buzzwords like branding, image advertising, or long-term advertising impact often come to mind. But what happens immediately after a TV commercial is broadcast? Which effects can be directly measured and attributed to the airing of TV campaigns? We tested it with one of our customers.

Librio is a Swiss publisher of personalized children’s books. The young e-commerce company was founded in Zurich in 2017 and has since sold over 30,000 books in over 70 countries. Previous marketing activities included the most common online measures, such as search engine marketing, Display advertising, and campaigns on social media, including influencer marketing. The Zurich start-up was advised to focus on TV as part of a coaching program.

The campaign aimed to raise product awareness among potential consumers and increase brand recognition. A sales target was also defined.

The specially produced 15-second TV commercial was broadcast for five weeks in spring 2019. Before, during, and after the campaign, various impact dimensions at the branding and performance levels were examined to quantify the effect of TV advertising. The following methods were used for data generation:

• Onsite survey on librio.ch regarding the origin of website visitors
• Representative online survey on the TV campaign
• Data analysis via Google Analytics

The data clearly shows: The TV campaign contributed to brand building and thus achieved a lasting impact, as well as immediate effects at the performance level. The latter particularly surprised our customer:

• TV boosts Online activities: Librio achieved the highest number of search queries compared to direct competitors in the period before Easter. The TV campaign clearly acted as a catalyst in the seasonal market.
• The Librio website registered an increase in direct traffic of 157% and 213% more traffic via Google
• 46% of website visitors stated they became aware of Librio thanks to the TV commercial.
• 63% of website visitors visited librio.ch immediately after the TV commercial.
• Revenue via Google increased by 57%, and direct revenue even doubled.

Direct traffic increases immediately and remains high even after the TV campaign.

Source: Google Analytics, direct traffic (visitors come directly to the Librio website). Switzerland. Comparison based on 8 weeks before the campaign. Media Wizzard, Target group P15-49, German-speaking Switzerland, Overnight + 7.

• The Librio brand remains memorable: Direct traffic to librio.ch remained at a higher level weeks after the campaign than before the campaign.
• 37% of website visitors did not visit librio.ch immediately when the TV commercial aired, but some time after the advertising was broadcast.
• Positive effects on direct revenue were still noticeable five weeks after the campaign.
• Librio showed the highest brand awareness compared to its competitors – both aided and unaided.
• People who had seen the Librio TV commercial could remember the Librio brand and advertising significantly better.
• The TV commercial sparked interest in the brand: People who saw the TV commercial expressed a higher purchase interest, interest in other Librio products, and a desire to spread the word.

Even 5 weeks after the campaign, the TV campaign is still effective.

Source: Google Analytics, revenue generated directly in Switzerland. Comparison based on 8 weeks before the campaign.

Case Conclusion: TV Delivers! The TV commercial had a positive impact on website traffic, Google search queries, brand awareness, and revenue. This demonstrated a positive effect on typical branding and performance success factors. The use of TV advertising significantly supports brand building, which is essential especially for start-ups like Librio.

Overall, a great success story, written jointly by librio.ch and Goldbach. But we are happy to leave the last word to our customer: