bonprix leverages video to drive brand awareness and 20% new customer share

bonprix is an internationally successful fashion company based in Germany and part of the renowned Otto Group, selling their inhouse brands in recent years exclusively through their performant online channels.

The ecommerce brand places economic sustainability at the forefront of their business: bonprix aims to transition from a mail-order company to a future-ready fashion brand in the minds of their customers. To do so, the company has taken innovative steps like launching Circular Collections since 2023.

In order to reinforce a new brand image among customers, bonprix is realigning its marketing from a transaction-driven strategy to a full-funnel approach. Efficient new customer generation and business growth are among the fashion company’s most important campaign goals.

An awareness campaign with performance in mind

To reach new audiences with messaging for their new brand image, Criteo helped bonprix run their first upper-funnel video campaign, designed to appeal to new in-market audiences and lead them into the mid- and lower funnels. At the same time, the video campaign increased brand awareness and ad recall among these new buyer groups.

It is a bonprix guiding principle that every campaign should include a performant element – whether it aims for branding or performance. In the case of this upper-funnel video campaign, the partners focus on a good brand uplift, user flow along the funnel, and a low cost per new user from the start.

bonprix and Criteo continuously optimized the campaign process after just a few days: Users who clicked on the video ads were sent directly to the brand’s online store and later addressed like regular website visitors. People who have only watched the video were retargeted with dynamic display banners ranging from brand and collection creatives to specific product recommendations. The status of different user segments referring to the funnel depth was transmitted by bonprix to criteo in real time to increase performance.

Incremental growth among fashion shoppers

The video campaign achieved a new customer share of 20% and drove a new user rate of 45%. Following this campaign, the retargeting campaign achieved a new customer share of 37% and a new user rate of 13%.

In terms of increasing brand awareness, ad recall rose significantly at +49% compared to a control group.

Annike Copony, Online Marketing Manager at bonprix, shared: “The full funnel approach reached our goals: By addressing the customer journey, we were able to significantly increase our advertising impact and achieve an incremental uplift of fashion-interested online shoppers in the lower funnel. Additionally, we achieved all this at efficient benchmarks and increased transaction values.”

As a next step, bonprix plans to adopt video as a fixed component in its customer acquisition strategy over a longer period of time, combined with different optimization models and campaign flows.