{"id":1775,"date":"2026-07-16T16:25:18","date_gmt":"2026-07-16T14:25:18","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=case&#038;p=1775"},"modified":"2026-07-16T17:03:38","modified_gmt":"2026-07-16T15:03:38","slug":"knuspr-470-first-time-buyers-full-funnel-strategy","status":"publish","type":"case","link":"https:\/\/mairateam.com\/en\/case-studies\/knuspr-470-first-time-buyers-full-funnel-strategy\/","title":{"rendered":"Knuspr: +470% First-Time Buyers in Frankfurt With a Full-Funnel Strategy and AI"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Client: Knuspr<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The challenge: a long and fragmented customer journey<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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 <strong>properly measure and attribute the individual touchpoints<\/strong> across YouTube, Demand Gen, App and Connected TV campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And once a customer converted, they needed to be retained. Knuspr works with <strong>more than 15 customer segments<\/strong>, each requiring a tailored communication strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The brand grew too<\/strong><\/h2>\n\n\n\t\t\t\t<div class=\"component-article-stats not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"grid border-y border-secondary-500\/10 divide-y divide-secondary-500\/10\">\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>Top of mind awareness (YoY)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"1\" gsap-end=\"+150%\" gsap-decimals=\"0\" gsap-suffix=\" %\">+150%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>Spontaneous brand awareness (YoY)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"2\" gsap-end=\"+120%\" gsap-decimals=\"0\" gsap-suffix=\" %\">+120%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>Purchase frequency (YoY)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"3\" gsap-end=\"+10.8%\" gsap-decimals=\"2\" gsap-suffix=\" %\">+10.8%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-case-knuspr-funnel-en-v3.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/maira-case-knuspr-funnel-en-v3.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-case-knuspr-funnel-en-v3.png\" width=\"1600\" height=\"1126\" alt=\"Infographic of a data-driven full-funnel strategy with stages Awareness, Consideration, Conversion, Retention and right-side performance gains (e.g., +150% top of mind).\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"prose prose-sm max-w-none mt-2 italic\">The full-funnel strategy for Knuspr: from awareness through consideration and conversion to retention.<\/figcaption>\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Our approach: data and creative in one strategy<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Data innovation<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Enhanced Conversions:<\/strong> Accurate cross-touchpoint attribution and efficient media spend allocation.<\/li>\n\n\n\n<li><strong>Customer Match:<\/strong> Segmentation of 15+ customer groups with tailored messaging, for example Baby Club, churn-risk customers or loyalty program members.<\/li>\n\n\n\n<li><strong>Excluding qualified customers from acquisition campaigns:<\/strong> The budget focuses purely on winning genuinely new customers.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Creative impact<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>YouTube Video Views campaigns on Connected TV:<\/strong> Building brand awareness with longer-form videos on the big screen.<\/li>\n\n\n\n<li><strong>Non-skippable Video Reach campaigns:<\/strong> Unskippable formats for hero spots.<\/li>\n\n\n\n<li><strong>Bumper ads:<\/strong> Cost-effective incremental reach.<\/li>\n\n\n\n<li><strong>Demand Gen campaigns:<\/strong> The consideration phase with lookalike and first-party audiences.<\/li>\n\n\n\n<li><strong>Personalized creatives generated with Gemini:<\/strong> Content tailored to individual segments, for example moms, foodies or vegans.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The combination of accurate measurement, first-party data and segment-tailored creative turned a long purchase journey into a measurable and scalable acquisition channel. <strong>Frankfurt grew by 470% in first-time buyers year over year<\/strong> and the Knuspr brand significantly strengthened its awareness on the competitive German market.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-service bg-primary-500 p-5 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"flex flex-col md:flex-row md:items-center gap-7\">\n\t\t\t\t\t\t\t<picture class=\"shrink-0 flex items-center justify-center size-32 md:size-50 lg:size-62\">\n\t\t\t\t\t\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/service-list-5-black.svg\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"w-full h-full object-contain filter-white-color\">\n\t\t\t\t<\/picture>\n\n\t\t<div class=\"flex flex-col justify-center\">\n\t\t\t<h2 class=\"font-bold text-2xl xs:text-3xl uppercase text-secondary-500 mb-4\">\n\t\t\t\tWant to grow like Knuspr?\n\t\t\t<\/h2>\n\t\t\t\t\t\t\t<div class=\"prose text-balance\">\n\t\t\t\t\t<p>We will set up the measurement, segmentation and creative that pull the whole funnel together. Get in touch and let\u2019s discuss your potential.<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"mt-5\">\n\t\t\t\t\t\t\t\t\t<a href=\"\/en\/#contact\" class=\"btn btn btn-tertiary\">\n\t\t\t\t\t\tGet in&nbsp;touch\t\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n","protected":false},"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-1775","case","type-case","status-publish","hentry"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"A full-funnel strategy with Enhanced Conversions, Customer Match and AI creatives: +470% first-time buyers in Frankfurt and a 58% lower CPA for Knuspr.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/mairateam.com\/en\/case-studies\/knuspr-470-first-time-buyers-full-funnel-strategy\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.10\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Maira Team\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"+470% First-Time Buyers | Knuspr | MAIRA Case Study\" \/>\n\t\t<meta property=\"og:description\" content=\"A full-funnel strategy with Enhanced Conversions, Customer Match and AI creatives: +470% first-time buyers in Frankfurt and a 58% lower CPA for Knuspr.\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/mairateam.com\/en\/case-studies\/knuspr-470-first-time-buyers-full-funnel-strategy\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:width\" content=\"1290\" \/>\n\t\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2026-07-16T14:25:18+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2026-07-16T15:03:38+00:00\" \/>\n\t\t<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mairateam\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary\" \/>\n\t\t<meta name=\"twitter:title\" content=\"+470% First-Time Buyers | Knuspr | MAIRA Case Study\" \/>\n\t\t<meta name=\"twitter:description\" content=\"A full-funnel strategy with Enhanced Conversions, Customer Match and AI creatives: +470% first-time buyers in Frankfurt and a 58% lower CPA for Knuspr.\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/knuspr-470-first-time-buyers-full-funnel-strategy\\\/#breadcrumblist\",\"itemListElement\":[{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#listItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mairateam.com\\\/en\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/knuspr-470-first-time-buyers-full-funnel-strategy\\\/#listItem\",\"name\":\"Knuspr: +470% First-Time Buyers in Frankfurt With a Full-Funnel Strategy and AI\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/knuspr-470-first-time-buyers-full-funnel-strategy\\\/#listItem\",\"position\":2,\"name\":\"Knuspr: +470% First-Time Buyers in Frankfurt With a Full-Funnel Strategy and AI\",\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#listItem\",\"name\":\"Home\"}}]},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#organization\",\"name\":\"MAIRA\",\"description\":\"MAIRA je performance marketingov\\u00e1 agentura ze skupiny Proficio Hub. 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