TV Campaign Luma Beef

“It all started with a rather wild idea”: The online delicatessen butcher LUMA launched a multi-week TV campaign right in the middle of the Covid lockdown. The 20-second TV spot, centered on the origin and mission of LUMA, was broadcast during this period on selected e-commerce-affine private TV channels in German-speaking Switzerland. The campaign period was marked by the fact that the exceptional nationwide situation had a strong impact on everyday professional and private life, which went hand in hand with a general shift in media consumption behavior, such as increased use of online platforms, streaming services, and online shops.

The campaign budget was in line with that of a typical start-up and therefore needed to be used as efficiently as possible. For this purpose, the Brandformance attribution model was used to continuously optimize the campaign’s mix of channels and time slots. The main goals of the campaign were to increase brand awareness and boost revenue.

18% of respondents aged 15-49 stated that they had seen the spot on the individual channels and could remember it. Across all respondents, the TV spot also had a clearly positive impact on brand awareness, both aided (+216%) and unaided (+277%). Among people who had seen the spot, LUMA was named spontaneously three times more often as the brand associated with ordering meat online (+264% top-of-mind awareness).

The survey results clearly show that the TV campaign sparked interest in LUMA. 19% of those who saw the spot stated that they sought further information about the product. 16% talked about the product with someone else.

The Google Trends analysis showed the highest interest levels during the TV campaign’s run. Despite the disruptions to daily life and the changed media consumption behavior caused by the Covid pandemic (e.g., more frequent use of online shops), search interest for competitors who did not run a TV campaign was significantly lower.

With the TV campaign, a clear increase in direct and search traffic on the LUMA website could be identified via Google Analytics. Four times more visitors were registered than before the TV campaign. Specifically, 23,000 visits could be attributed to the LUMA TV campaign via the Brandformance TV attribution model.

Looking at revenue development during the campaign period, the TV spot also achieved a clear effect here: 8% of respondents stated that they had purchased a LUMA product after seeing the TV spot. 15% recommended the product to others.

In total, direct traffic and search traffic to the LUMA website generated 3.5 times more orders during the TV campaign period (+256%). This boosted revenue by 216%.

The results show once again: TV works! As a classic reach medium, TV doesn’t just contribute to brand building—it also has a clear effect on the performance level: in a short space of time, the LUMA TV campaign sparked interest in the product, noticeably increased online traffic, won over new customers for the product, and thus drove up revenue.

For the founders of LUMA, this was a complete success, so the next TV campaign won’t be long in coming.

To determine the branding effects, an online survey was conducted among a representative sample by an independent research institute directly after the end of the campaign. The TV effect was demonstrated by comparing the following two groups: people who had seen the TV spot and people who had not seen the TV spot. If people who saw the TV spot show a higher indexed value than people without exposure to the TV spot, the effect is attributed to the TV campaign.

Using the Brandformance attribution model, the website visits generated during the campaign period could be directly attributed to the TV spots. This traffic analysis enabled ongoing optimization of the TV spot airings.