TCHIBO

This German retailer used compelling video ads in Instagram Stories to showcase its unique range of athleisure products.

THE STORY
Coffee and more

Founded in 1949 by Max Herz, Tchibo has produced fresh, high-quality coffee for nearly 70 years. Over time, Tchibo has enlarged its offering beyond coffee and now distributes its brands internationally.

24-point

lift in ad recall

12-point

lift in campaign awareness

8%

lift in online conversions

The great results we see with this campaign prove once more, that Instagram has quickly become a very valuable addition to our marketing mix. It has become an integral tool in order to deliver our message to the young, on-the-go audience that has become increasingly difficult to reach via traditional media.
MICHAEL TRIEBOLD, HEAD OF SOCIAL MEDIA, TCHIBO
THE GOAL
Raise heartbeats and awareness

The business wanted to raise brand and product awareness for its new range of fitness and dancewear amongst women in Germany.

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THE SOLUTION
Uplifting video and messaging

Already established as a trusted retailer, Tchibo wanted to strengthen their positioning within the competitive fitness and sportswear market with its modern range of athleisure clothing. Together with the creative agency Oddity, the brand created a colorful and compelling series of ads for Instagram Stories for the 15-day “Active” campaign. The campaign was targeted to women aged 18 and over in Germany.

Combining both narrative video and looped GIFs, the ads followed a dancer as she moves through the city, showcasing the clothing in an authentic and appealing way. Taking inspiration from existing audience habits in Instagram Stories, the brand used bold typography to deliver the campaign message “Never Miss a Chance to Dance”.

The action-packed ads looked and felt natural in Instagram Stories, and this attention to craft and creative best practices proved a success. The campaign resulted in a 24-point increase in ad recall, a 12-point uplift in campaign awareness and an 8% uplift in online conversions.

Instagram contributed greatly to the success of the campaign. The results once again verify that designing specifically for mobile platforms creates an added value and enables us to make a lasting impression on our audience by connecting to them on an emotional level.
LISA-MARIE MEYER, PROJECT MANAGER SOCIAL MEDIA, TCHIBO