Data Driven Always On
XXXLutz was looking for a way to address readers outside its own channels on a topic-specific basis and along the customer journey. At the same time, insights into topics, approaches, emotions and buying reasons for content production and distribution as well as for the sales process were to be gathered.
As part of an annual editorial plan, the four most important product groups were served in a mix of selective research flights and efficient always-on campaigns. The distribution of the content in the Content Garden network was data-supported based on reader interest and affinity.
The evaluation of the reader behaviour not only provided insights into the purchasing process but also generated tested content, which was then widely distributed via owned and paid media. The above-average engagement rates with the content prove the approach right.
It was important for us to inspire our readers and make them want something new. Apart from classic product presentation, Content Garden was a perfect way to get the right content into the right channels.
Thomas Saliger, Head of Marketing at XXXLutz