SANTEVET
Santevet aimed to increase brand awareness in Belgium, competing with established players such as Figopet and Corona Direct.
The core target was pet owners aged 25–59.
The Challenge
The main challenge was to drive both brand awareness and website traffic (Drive-to-Web) on a limited budget—a combination that is typically difficult to achieve simultaneously. Additionally, the client required a long-term media presence throughout the year and demanded highly competitive negotiations, which often determined whether a campaign would proceed.
The Solution
We proposed a dual-strategy approach:
- Use of major national channels to build brand recognition
- Deployment of thematic channels (with lower attention span) to redirect viewers to the website
Despite initial resistance, this North-South mix of large and niche channels allowed for cost-efficient campaign planning, maintaining brand presence across several periods during the year.
Results
- Successfully balanced awareness and performance (Drive-to-Web)
- Achieved multiple campaign waves within budget
- Met client expectations on reach, visibility, and cost-efficiency
- Strategy was repeated multiple times in one year, validating its effectiveness