BARBECUING WITH RÜCKER – USING WEATHER DATA TO ENSURE A SUCCESSFUL CAMPAIGN
31 May 2024
RÜCKER has been synonymous with authentic North German cheese made from high-quality milk sourced from farms on the coast, for over 135 years. Based in Aurich and Wismar, the company supplies retailers and manufacturers around the world.
KEY CAMPAIGN HIGHLIGHTS
7.8 M
Impressions
11%
Engagement rate
30,300
Interactions
GOAL
Building awareness and demand for vegetarian barbecue products during peak summer season 2024
Strengthen brand awareness and boosting attention during the summer season for vegetarian barbecue products
Enthusiasm among existing customers and attracting new grilled cheese fans
Increased sales at the point of sale and permanent listing in brick-and-mortar retail stores
STRATEGY
Weather-based, hyperlocal cross-channel activation along the full shopper journey
Tailored cross-channel campaign combined with weather data for maximum advertising impact on all relevant channels along the customer journey.
Hyperlocal playback in the vicinity of selected supermarkets in 25 German cities.
Automated focus on regions with the best barbecue weather to actively increase demand at the point of sale.
Wide-reaching advertising on all relevant social media channels with moving image formats (video and story ads on Instagram and Facebook, as well as video ads on Pinterest and YouTube).
Placement in the Shopper Network’s target group-relevant shopper environment (consisting of over 1,400 shopping-related consumer websites and apps).
Additional targeting of the target group by sending push notifications in the vicinity of the defined stores.
More than 600 automated optimizations were carried out, dynamically shifting budgets to the most effective online channels and increasing advertising pressure in regions with the best barbecue weather to maximize performance at the point of sale.
RESULTS
High brand visibility, strong engagement and lasting retail impact
Significant increase in brand awareness: nearly 7.8 million impressions .
Maximum activation of the target group: Strong engagement rate of up to 10.9 percent (industry benchmark: 5-8 percent).
Curiosity piqued over 30,300 interactions with the advertising materials through click-outs to the RÜCKER product website.
Permanent listing in the retailer’s Germany-wide product range.
“Through the creative design of our hyperlocal campaign and the use of weather data, we activated our target group throughout Germany and got barbecue fans excited about our products. The precise implementation with Shopfully made for a real success story!” Insa Rücker, partner in the family business RÜCKER
“This campaign shows the true power of data-driven Drive2Store. By combining weather signals with hyperlocal, cross-channel activation, we were able to reach shoppers at exactly the right moment and turn barbecue intent into measurable in-store impact. The strong engagement, high interaction rates and the permanent nationwide listing clearly demonstrate the value Shopfully delivers for brands like RÜCKER.” Julia Sontag, Senior Key Account Manager & Strategic Brand Business Consultant Germany, Shopfully
