Case study · Nescens
Nescens: building awareness in German-speaking Switzerland.
Nescens wanted to build awareness in German-speaking Switzerland, where the brand had yet to be established.
- Sector
- Health & wellbeing
- Scope
- German-speaking Switzerland
- Media used
- Press
- Role of Mediagenic
- Media strategy and planning.
Objective
Build awareness, as the foundation of sales, through communication that associates the brand and its products, while improving investment efficiency through a tight selection of titles.
Strategic response
A plan concentrated on German-speaking Switzerland, in titles chosen for their affinity with an upmarket clientele rather than for circulation alone.
Media used
- Press, titles with strong affinity to the upmarket target.
Verified result or testimonial
Not available: no quantified results or testimonial are available for this case.
Lesson
For a premium brand entering a regional market, selecting a few high-affinity titles comes before the pursuit of broad coverage.