German OOOH advertising company Ströer tested Ritter Sport Vegan’s public video campaign for its advertising impact and found that the public video campaign generated 2.3 billion contacts during the campaign period. Public video increased brand awareness by nearly ten percent.
Ritter Sport also wants to continue its vegan success story in 2023; To launch its new vegetarian varieties, the company relied on Stroyer’s nationwide digital reach in public spaces from January to April. By this time, all of Stroyer’s digital screens, indoor and outdoor, were occupied in transportation hubs such as train stations, streets, shopping centers, and underground and suburban railway platforms.
The results of Ströer’s market research – based on a representative online survey – reveal that Ritter Sport Vegan has become the best-known vegan chocolate brand for public video campaigns in Germany. All the success parameters of the campaign in terms of brand awareness, first choice, ad recall and activation are pointing upwards
Both sponsored and assisted brand awareness of Ritter Sport Vegan developed positively during the campaign – also compared to competing brands. Both surveys show a rise between zero and measured waves.
Results at a glance
- Brand awareness of Ritter Sport Vegan can be continuously increased both continuously (increase: Ix 150) and list-assisted (increase: Ix 122).
- Ritter Sport is clearly ahead of the competition for vegan first choice and has been able to extend its lead over time (growth: Ix 135).
- Ritter Sport was able to continuously increase its profile as a sustainable brand (growth: Ix 142) and is seen as the most sustainable chocolate brand.
- Ad recall for the current campaign was consistently increased both unsubsidized (increase: Ix 167) and list-assisted (increase: Ix 143). In both KPIs, Ritter Sport Vegan ranked first among all brands surveyed. At the same time, the campaign gained high visibility.
“Our goal was to create awareness for our new, vegan product through promotion. The results confirm how well it was achieved in the interplay between the creation and use of digital outdoor advertising,” says Mikaela Holzapfel, Head of Marketing at Ritter Sport. “As a sustainable family business, it is also relevant for us to run our campaigns in a climate-neutral way. In this case, too, DOOH is our A perfect match for.”
Read our report on vegan chocolate in Germany here.