HelloTV is the new identity for the well-established company formerly known as PlatteTV.nl. Back in 2004, they pioneered flat-screen TVs, a revolutionary innovation at the time, quickly establishing themselves as the leading online specialist. Now that flat screens are the standard, they needed a name that reflects their current ambitions and offerings.
Today, HelloTV is much more than just televisions. It is a powerful omnichannel player with twelve physical stores, a successful webshop, and a strong focus on expert service, advice, and a wide selection of top brands. The rebranding marks a fresh chapter, moving from a product-centric name to a brand identity that conveys trust, expertise, and experience. HelloTV aims to differentiate itself by offering not only the largest assortment but also the best guidance when choosing a TV.
HelloTV was on the brink of an ambitious rebranding. The new name signaled a fresh start but also meant the brand needed to be credibly and powerfully positioned with the audience. The goal was to create a strong association with authority, expertise, and service in the field of televisions.
In this context, HelloTV partnered with Yellowgrape. The goal was a digital campaign that would not only deliver performance but also strongly build the brand. A TV campaign was already in the works, including commercials with a humorous twist on familiar TV moments. But online, a vital extension to bring the brand story to life was still missing.
The challenge was clear: how do you translate the TV story into the digital world and ensure See, Think, and Do channels work smartly together? With a tight timeline and limited budget, we aimed for maximum impact. HelloTV wanted not just visibility but to become top of mind and drive conversions. That was our brief.
Yellowgrape built HelloTV’s digital strategy around the Google See-Think-Do-Care model. Each stage of the customer journey was given its role, aiming to combine brand awareness interest and sales into one integrated approach. The overarching message “HelloTV is the authority in televisions” was consistently expressed in tone timing and visuals.
For the See phase, we used shortened versions of the TV commercials on YouTube Display and Social. We strategically bought placements around popular content like live sports focusing on men aged 25 and older. Repetition and recognition were central. Real-time monitoring allowed us to adjust continuously and focus on what really worked. The TV commercials served as familiar anchors within a broader online mix.
The Think phase built on the See phase. We activated interest through proposition-driven banners such as “Trade in your old TV” or “Free soundbar with Samsung TV purchase.” These ads targeted users who had previously engaged with the See campaign resulting in higher relevance and click-through rates. This phase also featured brand activations from partners like Sonos and Samsung leveraging their reach and credibility.
In the Do phase, we focused on conversion. Dynamic remarketing banners tailored to previous click and browsing behavior showed users the right offers and products. This shortened and optimized the path to purchase. These personalized ads made the impact of earlier stages measurable and tangible: concrete sales.
While YouTube and Display formed the backbone of the See layer, we also tested Meta and TikTok as additional channels. TikTok pleasantly surprised us: we reached a rapidly growing adult audience at low cost and with high engagement rates. The platform brought a fresh dimension to the campaign and introduced HelloTV to new audience groups.
Together with an independent research agency, we measured brand awareness during the campaign. Within weeks, the goal was already exceeded. At the same time, we saw a strong increase in website traffic and conversions directly linked to the launch of the See and Think campaigns.
The full funnel approach proved to be a catalyst: brand building and performance went hand in hand. Smart use of retargeting and contextual ads turned every touchpoint into a step closer to conversion. HelloTV grew in both brand awareness and revenue faster than expected.
The campaign shows that with the right funnel strategy creativity and channel mix you can achieve a lot in a short time. HelloTV is now more visible recognizable and relevant than ever before. The next step is refining the brand story further and building loyalty through lifecycle marketing.
Full funnel is not a one-time trick but a new mindset in marketing. It forces you to think about your place in the market your relevance to customers and your future readiness. It is investing in the relationship and that pays off many times over.
