idealooo-o-o

Increasing brand awareness and expanding the brand’s target audience by signaling to younger generations, hey, we’re here—this is the starting point for our new campaign for idealo, an online price comparison site that aggregates products across all categories, from sneakers to smartphones.

We went for a campaign exclusively on social media. TikTok, Instagram, and YouTube. Here’s a thought: we tend to automatically think only Gen Z is on TikTok, but all it takes is to look up when we’re on the bus on our way to work to realize that we’re all there. Not the most scientific observation, we know. If we’re getting more serious (thanks, Metricool!), we’d say that while the 25-34 age group on Instagram and the 18-24 group on TikTok account for the largest share of users, with 31% and 41%, respectively, the audience between 35 and 45 is nothing to scoff at: 15% on Instagram, 12% on TikTok.

Identifying the audience—which frankly wasn’t that hard—the next task was to create thumb-stopping, eye-catchingpieces, and other name-adjective combinations that work so well in English. First, we chose a strategy with different messages designed to reach various stages of the funnel.

For the top of the funnel (awareness), we created a 60-second piece aimed not so much at explaining the brand and product in detail but at capturing attention and linking the brand to one concept boldly: comparison. The scenes and the music show that, in general, comparing isn’t a good idea because you end up losing. Except when it comes to comparing prices; that’s when it’s your thing, just like “es lo suyo” in the original. The production—based on telephoto and wide-angle shots, frenetic editing, baroque graphic elements, and music—is designed to create a maximalist piece with a rate of inputs per second that can leave you slightly electrified if your biorhythm isn’t adapted to the 21st century. The strategy continues with 15-second pieces for the mid-funnel stage (consideration), with messages that showcase the various product categories available on Idealo. Finally, in the bottom stage (action), we used 6-second retargeting pieces with a CTA to visit the website or download the app.