How NORQAIN hit different stages of the funnel with content and video
How NORQAIN hit different stages of the funnel with content and video in the UK
NORQAIN is a young, fast-growing luxury Swiss watch brand that has recently expanded into the United Kingdom and Ireland, and is actively building out its retail network. Regarded as one of the most exciting new watchmakers in the industry, the brand’s strong roster of ambassadors, investors, and its rapid growth all underscore its momentum and credibility.
The challenge
They wanted to start driving relevant local awareness and increase store visits, to support specific UK retail partners, without doing anything that felt mass-market or off-brand. The campaign’s timing was tight, so they needed a quick turnaround using existing assets. In short, the goals for this campaign were to:
The solution
Together with Calibre31, NORQAIN explored possible solutions across premium local titles, social media, and other digital display/advertorial options, but ultimately decided to use the Readpeak platform as it solved two problems at once.
It kept the campaign in premium publisher environments while applying precise geo-targeting around each retail location. This gave them the local focus, without sacrificing the premium feel.
Three ad groups were created, complementing each other to reach set goals. As the campaign was run during December, one of them had a Christmas gift guide focus, the other focused on store locator, and then one for overall awareness. With the Readpeak products, NORQAIN could target different stages of the sales funnel using both Content Native and Video Native.
The results
By combining formats, contextual, and geo-targeting, the campaign successfully achieved great engagement, reach, and cost-efficacy. As the first campaign with the Readpeak platform, it was a practical first step into their local digital activation in the UK.
Content Native
8 080 712
Impressions
1.25£
Average CPC
7 968
Clicks
Video Native
474 789
Impressions
0.035£
Average CPCV
565
Clicks
With Readpeak we were able to maximise of the use of existing assets and create a cohesive campaign that dovetailed seamlessly into our communications plan. The AI templating functionality was a real time saver and intuitive to use. All round a very positive experience.
For a luxury product, the media environment is part of the message. We landed on Readpeak because it kept us in premium publisher titles and high consideration formats, while still delivering the reach, engagement and performance the campaign needed. It meant we could stay on brand and still drive results.
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