Knuspr: +470% First-Time Buyers in Frankfurt With a Full-Funnel Strategy and AI
Online grocer Knuspr needed to shorten the long path to first purchase and retain customers across 15+ segments. A data-driven full-funnel strategy with AI delivered +470% first-time buyers in Frankfurt.
First-time buyers in Frankfurt (YoY)
First-time buyers in Berlin (YoY)
Cost per acquisition (CPA)
Client: Knuspr
Knuspr.de is an online supermarket from the Rohlik Group that delivers fresh groceries in Germany within a few hours. It operates primarily in Munich, Frankfurt and Berlin and targets customers who want quality groceries without a trip to the store.
The challenge: a long and fragmented customer journey
In online grocery, customers need several touchpoints with the brand before they make their first purchase. The customer journey was long and fragmented, and the key challenge was to properly measure and attribute the individual touchpoints across YouTube, Demand Gen, App and Connected TV campaigns.
And once a customer converted, they needed to be retained. Knuspr works with more than 15 customer segments, each requiring a tailored communication strategy.
The brand grew too
Top of mind awareness (YoY)
Spontaneous brand awareness (YoY)
Purchase frequency (YoY)
Quarter over quarter (Q2 vs Q1 2025), first-time users grew by 29% at a 27% lower cost per acquisition. Brand perception attributes strengthened by 11% year over year.
Our approach: data and creative in one strategy
Data innovation
- Enhanced Conversions: Accurate cross-touchpoint attribution and efficient media spend allocation.
- Customer Match: Segmentation of 15+ customer groups with tailored messaging, for example Baby Club, churn-risk customers or loyalty program members.
- Excluding qualified customers from acquisition campaigns: The budget focuses purely on winning genuinely new customers.
Creative impact
- YouTube Video Views campaigns on Connected TV: Building brand awareness with longer-form videos on the big screen.
- Non-skippable Video Reach campaigns: Unskippable formats for hero spots.
- Bumper ads: Cost-effective incremental reach.
- Demand Gen campaigns: The consideration phase with lookalike and first-party audiences.
- Personalized creatives generated with Gemini: Content tailored to individual segments, for example moms, foodies or vegans.
Conclusion
The combination of accurate measurement, first-party data and segment-tailored creative turned a long purchase journey into a measurable and scalable acquisition channel. Frankfurt grew by 470% in first-time buyers year over year and the Knuspr brand significantly strengthened its awareness on the competitive German market.
Want to grow like Knuspr?
We will set up the measurement, segmentation and creative that pull the whole funnel together. Get in touch and let’s discuss your potential.
