Case study · CEWE
CEWE: the photo book as a Christmas gift.
For CEWE, the run-up to Christmas accounts for a decisive share of demand for personalised photo products. The ‘Best friendship ever’ campaign was designed for this window.
- Sector
- Photo & printing
- Scope
- National
- Media used
- TV, Digital, VideoNetwork, Press
- Role of Mediagenic
- Media strategy and planning.
Objective
Increase visibility during the key year-end period and position the CEWE photo book as a gift that brings joy.
Strategic response
A plan concentrated on the weeks leading up to Christmas. TV builds national coverage across the three language regions. Digital and VideoNetwork extend video exposure at the moment purchase intent forms, and the regional press anchors the offer locally.
Media used
- National TV, broadcast in the three language regions.
- Digital, including social.
- VideoNetwork.
- Press: regional pages and double-page spreads.
Verified result or testimonial
“ Mediagenic has supported CEWE Switzerland for several years as a strategic and operational partner in media planning. This independent agency stands out for its solid expertise, great methodological rigour and in-depth understanding of our brand and of the Swiss market. ”
Tobias MeyerHead of Marketing Switzerland, CEWE
Lesson
In a short commercial window, each medium must serve a precise function: TV establishes the promise nationally, while the video and press relays bring it closer to the moment of purchase.