REWE

Der Admin
Strategy
Creation
Video Production
Digitalization and emotionalization of offer communication are central issues for REWE, which pose challenges due to the high advertising sensitivity among the young target audience.

Challenge.

Digitalization and emotionalization of offer communication are central issues for REWE, which pose challenges due to the high advertising sensitivity among the young target audience. REWE focuses on improving the price image while simultaneously continuing to establish the REWE app.

Idee.

The primary goal of the campaign is divided into two phases: initially, the focus is on branding for credibility. Subsequently, the assets are optimized for app installations through re-targeting measures. In a four-part series, we leveraged the legendary trend around social media admins (e.g., ProSieben & Deutsche Bahn) and created the “REWE Admin” campaign. The production was executed with our well-known REWE creator: @dieser.johnny. This persona, the "REWE Admin," prominently presented in the four assets, was then used in the re-targeting phase for app installation assets. The establishment of this "hero figure" resulted in a significant increase in app installation performance.

Output.

A four-part mini-series that eagerly and speculatively illuminates the mysterious and fascinating life of the admin. It captivates the community by skillfully playing with hints and cliffhangers. The TikTok Born and Raised series deliberately fuels the hype around the central figure of the admin, yet cleverly leaves the crucial questions unanswered, maintaining an aura of mystery and the unexplained until the end.
Watch now

REWE

Der Admin
Strategy
Creation
Video Production
Digitalization and emotionalization of offer communication are central issues for REWE, which pose challenges due to the high advertising sensitivity among the young target audience.
Challenge.
Digitalization and emotionalization of offer communication are central issues for REWE, which pose challenges due to the high advertising sensitivity among the young target audience. REWE focuses on improving the price image while simultaneously continuing to establish the REWE app.
Idee.
The primary goal of the campaign is divided into two phases: initially, the focus is on branding for credibility. Subsequently, the assets are optimized for app installations through re-targeting measures. In a four-part series, we leveraged the legendary trend around social media admins (e.g., ProSieben & Deutsche Bahn) and created the “REWE Admin” campaign. The production was executed with our well-known REWE creator: @dieser.johnny. This persona, the "REWE Admin," prominently presented in the four assets, was then used in the re-targeting phase for app installation assets. The establishment of this "hero figure" resulted in a significant increase in app installation performance.

Impact.

In addition to the remarkably high engagement rate and dwell time, the extremely positive sentiment in the comments stood out. Even more significant was the observed improvement in app performance metrics (CTR, CPI, etc.). Another success factor for the brand's objectives is an Appinio study. Over two measurements, we recorded a 22% increase in the overall advertising perception of REWE on TikTok.
Watch now

Output.

A four-part mini-series that eagerly and speculatively illuminates the mysterious and fascinating life of the admin. It captivates the community by skillfully playing with hints and cliffhangers. The TikTok Born and Raised series deliberately fuels the hype around the central figure of the admin, yet cleverly leaves the crucial questions unanswered, maintaining an aura of mystery and the unexplained until the end.
Watch now

REWE

GoBackPack
Strategy
Creation
Video Production
Digitalization and emotionalization of offer communication are central issues for REWE, which pose challenges due to the high advertising sensitivity among the young target audience.
Challenge.
Digitalization and emotionalization of offer communication are central issues for REWE, which pose challenges due to the high advertising sensitivity among the young target audience. REWE focuses on improving the price image while simultaneously continuing to establish the REWE app.
Idee.
The primary goal of the campaign is divided into two phases: initially, the focus is on branding for credibility. Subsequently, the assets are optimized for app installations through re-targeting measures. In a four-part series, we leveraged the legendary trend around social media admins (e.g., ProSieben & Deutsche Bahn) and created the “REWE Admin” campaign. The production was executed with our well-known REWE creator: @dieser.johnny. This persona, the "REWE Admin," prominently presented in the four assets, was then used in the re-targeting phase for app installation assets. The establishment of this "hero figure" resulted in a significant increase in app installation performance.

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Impact.
In addition to the remarkably high engagement rate and dwell time, the extremely positive sentiment in the comments stood out. Even more significant was the observed improvement in app performance metrics (CTR, CPI, etc.). Another success factor for the brand's objectives is an Appinio study. Over two measurements, we recorded a 22% increase in the overall advertising perception of REWE on TikTok.
Output.
A four-part mini-series that eagerly and speculatively illuminates the mysterious and fascinating life of the admin. It captivates the community by skillfully playing with hints and cliffhangers. The TikTok Born and Raised series deliberately fuels the hype around the central figure of the admin, yet cleverly leaves the crucial questions unanswered, maintaining an aura of mystery and the unexplained until the end.