BAUHAUS steigert die Awareness bei der jungen Zielgruppe
BAUHAUS schafft mit seiner Kampagne erfolgreich eine digitale Ergänzung zur physischen Ausspielung seiner Prospekte, steigert die Awareness bei der jungen Zielgruppe und gewinnt somit Neukund:innen dazu. Dazu stärkt die Multi-Format-Kampagne mit einer Kombination aus Promotion des stationären Handels und des Online-Shops den Omni-Channel-Ansatz des Unternehmens.
Results
75%
Reading rate during the campaign period
65%
Exclusive reach generated
1.8 million
Impressions of the digital brochure
The multi-format campaign at a glance
BAUHAUS is the specialist for workshop, home, and garden. The company is based in Belp, Switzerland, and has become one of the best-known DIY retailers in the industry since its founding in 1960. Since 2021, BAUHAUS has been working with Bring! Labs to offer digital brochures as a complement to physical advertising inserts and to expand its presence among a young, digital-savvy target group.
The ongoing monthly display of BAUHAUS brochures in the Bring! shopping list app and the Profital brochure app has achieved clear success.
The goals of the campaign are:
Generate awareness among the young & digitally savvy target group
Targeted expansion of reach
Brochure interaction via a new channel
Additional flexible offer communication without print costs (using the feed-based flyer)
Strengthening multi-channel sales (linking to the online store)
“Month after month, our digital advertising supplement in the Profital app reaches our customers. Long reading times and millions of views confirm the importance and relevance of the app for us. Additional push notifications have also allowed us to strengthen our regional campaigns in a targeted way. Now we are breaking new ground with purely digital, feed-based advertising brochures — and Profital is providing us with professional, targeted support.”
Advertising measures
The always-on campaign is running in Switzerland and is achieving significant success on a monthly basis. BAUHAUS relies on three effective formats in its campaign to achieve its goals:
Targeted use of the digital brochure in the Profital app
Push notifications to smartphone users with an affinity for furniture to communicate special promotions or store campaigns
Current offer communication with the feed-based flyer
Performance of the BAUHAUS campaign
The monthly display of the brochure reflects a high level of interest among app users and, with around 1.8 million impressions per month, demonstrates the clear relevance of the offers.
BAUHAUS successfully reaches the young, digital-savvy target group with its various campaign formats. This audience showed strong interest in the diverse and attractive promotions, as well as in the topic of sustainability, which was specifically integrated for them. By linking the products in the digital brochure to the online store, a seamless customer journey was enabled and the multichannel approach was strengthened.
Through feed-based offer communication and push notifications, the company was able to draw attention to current promotions. For example, BAUHAUS uses the feed-based flyer to highlight the spring product range during the season — flexibly, without print or creative effort. Push notifications were also used to generate additional awareness for special in-store promotions, such as Sunday openings or regional offers.
Conclusion
BAUHAUS has already achieved great success with this year's campaign in the first few months and is meeting its goals with flying colors. The company is benefiting both from the targeted use of high-performing formats and from the campaign’s placement in the Bring! shopping list app and the Profital brochure app. The two apps accompany users through all phases of the shopping process — from inspiration to planning to purchase. This enables BAUHAUS to position itself effectively and present its offers and promotions in a highly targeted way.
