KiK – More than you think
The“KiK – More than you think” campaign was honored as the “Winner” in the “Brand Communication – 360° Campaign” and “Brand Strategy of the Year” categories. KiK already had an awareness level of 98 percent before the campaign. Nevertheless, there is always potential for exploitation. The campaign is aimed at occasional shoppers and not-yet-customers. They were introduced to the wide range of KiK non-food items in a 360-degree campaign. Coordinated marketing channels such as radio, TV, social media and OOH were used for this purpose. Compared to the German average in 2023, KiK recorded an increase in sales of over 40% in ROI and over 78% in ROAS.
myKiK – More for me
The “myKiK – More for me” campaign received a “Special Mention” in the “Brand Strategy of the Year” and “Brand Communication – CRM & Personalization” categories. The myKiK advantage card motivates existing customers to shop at KiK more often. Loyalty programs and customer relationship management are actually unusual in the highly competitive discount sector, an opportunity that KiK was able to exploit with outstanding success. After just 15 months, 6.1 million active participants were measured in Germany and over 8 million participants internationally. In addition, the company recorded an increase in sales with cardholders of more than 40 percent and higher sales per purchase with cardholders of more than 45 percent.
KiK’s Managing Partner on the campaign
This is what Sebastian Hense (top right in the picture), KiK Head of Marketing & CRM, says: “We are very proud to have received four awards in an impressive field of participants. We owe the positive response to the entire KiK team and the husare communications agency, which developed and elaborated both concepts with us. Thanks also go to all the other partners involved who brought the measures to life. Thanks to this outstanding teamwork, we were once again able to show that there is more behind “KiK – More than you think”.”
This is what Timo Gohmann (top left in the picture), customer advisor, says about the campaigns:
“Teamwork makes the dream work – this motto of this year’s German Brand Award perfectly describes our latest success. We are incredibly proud to have won four awards with our campaigns for KiK. This success would not have been possible without the outstanding collaboration with the KiK team. Together, we have impressively demonstrated what strong partnerships can achieve.”
About the German Brand Award
The German Brand Award is a prestigious award organized by the German Design Council in cooperation with GMK Markenberatung. The award is one of the most important awards for excellent brand management in Germany and recognizes companies, agencies and service providers for exemplary brand management, sustainable campaigns and exceptional marketing projects. The awards are divided into two main categories: “Excellent Brands“, where the brand management of product and corporate brands is evaluated, and “Excellence in Brand Strategy and Creation“, which assesses the quality of individual aspects of brand work. Insert logo of the German Brand Award
To the German Brand Award winners list 2024
