Trekpleister - Brand growth

Trekpleister knows that thinking along and a positive outlook makes all the difference. Health is pre-eminently the category where advice and attention are important and where Trekpleister, as a real neighbourhood chemist, is strongest.

Target group insights as a basis for media choices:

Our research* showed:

- 70% of women 30-65 actively search for offers on self-care products.

- The older the target group, the higher the affinity/selectivity with the topic of health.

- This ever-growing target group further needs an authentic and personalised message that inspires and offers practical solutions.

(*Audience Origin is a data platform that provides insight into consumer behaviour, interests and media preferences).

With Architect Audience, we researched media behaviour and determined the best touchpoints per campaign layer. Thanks to Q-Reach analysis*, we were able to optimally allocate the budget across channels and achieve maximum impact. (*GroupM research that compared the ‘awareness impact’ of advertising opportunities in different media. ).

For Trekpleister customers, health is an important topic. This growing, purchasing power 50+ target group (50% of our customers) not only finds health important but appreciates personal advice and attention from experts.

Since 2024, health has been at the center of all communications. Our brand character Aaf shows and feels that young and old can come to Trekpleister for their health. Because Trekpleister makes you happy with sharp promotions and advises you from head to toe.

The key message: “Do you have a health question? At Trekpleister we take our time and are happy to help you.” was central to the ongoing brand and category campaign that was consistently loaded across all media channels.

Within the social channels, several short videos were deployed that loaded different aspects of the concept, such as focus on health questions, itchy coughs and taking time/attention. In addition, sequential targeting on YouTube ensured consistent storytelling for the different audiences.

To increase relevance and consideration within mainly the older target group, authorities such as Health Net, Saar and Linda were collaborated.

At the same time, dynamic ads such as DPA (retargeting) and DABA (new target group targeting) optimized to the most personalized health message for the target group. And with display, in addition to cheap and efficient reach, we also achieved the win of the best creation of September according to Weborama with the impactfull HPTO health creative.

Through this focus on consistent brand building and the shift from sales-focused to brand-focused communications, we achieved 1+ reach of 84% and 4+ audience reach of 42% (Architect). Those results directly contributed to goals within the brand funnel, such as increased advertising awareness (+19%*), which also increased brand consideration.

Furthermore, we saw a positive development on women's attitude and image statement such as understands the customer increased by 7%* Social media engagement increased by 11% (Meta), with branded content collaborations scoring strongly, with a significant 12% improvement in recognition among the target audience close to a Trekpleister. (Source: DVJ Evaluations 2024)

Conversion: Sales in the health category increased by 3.6% (YTD 2024), with peaks of +8.3% during the fall campaign. In addition, conversions within search increased 14% compared to 2023 (GA data).