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.
lift in ad recall
lift in campaign awareness
lift in online conversions
The business wanted to raise brand and product awareness for its new range of fitness and dancewear amongst women in Germany.
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.