How do you turn broad consumer demand into measurable sales?
By combining broad-reach channels that build demand with response channels that convert it, then measuring the whole journey. Route plans and buys consumer media across broadcast, out of home, paid social, paid search and display, from vacuum-cleaner launches to automotive retail and bus travel.
Who this is for
Marketing leaders at consumer brands and retailers who need both scale and accountability. If you have to build broad awareness and prove a return, this is the balance we plan for every day.
Why Route
Because consumer growth needs both reach and response. We combine broadcast, out of home and social to build demand, with search and display to convert it, then measure performance across the entire mix, rather than giving any single channel all the credit.
Our experience in consumer marketing
Our consumer work spans very different categories. For Cleva we launched Vacmaster vacuum cleaners into a television-dominated market using AV and broadcaster VOD, digital display, paid social and paid search across Google and Bing. For Berry BMW and MINI we ran postcode-level paid search for the flagship X5 and service plans across five London catchments. For First Bus, we ran consumer campaigns across broadcast, radio, out of home, social and search. The Let's Get There Together recovery campaign in Bristol almost tripled landing-page traffic once broadcast awareness had built, and our broadcast-led work reaching an older, concessionary-pass audience won Best Digital Marketing Campaign, Travel and Leisure at the Northern Digital Awards 2024.
Related work
First West of England - Let's Get There Together
Almost 3x
Landing-page traffic once broadcast awareness built
A post-lockdown recovery campaign across radio, TV, paid social and direct mail, bringing leisure and retail passengers back to the bus.
Read the case study
First West of England - concessions pass
Winner
Northern Digital Awards 2024
Broadcast and digital activation for a concessions pass campaign, now running in six regions.
Read the case study
Cleva - Vacmaster launch
AV, digital display and paid search launching Vacmaster vacuum cleaners into a TV-dominated category.
Read the case study
Berry BMW and MINI - dealership paid search
Geo-targeted paid search planned around each dealership's own catchment, across six BMW and MINI retailers.
Read the case studyCommon questions
Do you handle both brand awareness and direct response?
Yes. Consumer growth usually needs both, so we plan broad-reach channels such as broadcast, out of home and social to build demand alongside search and display to convert it and measure across the whole mix.
Which channels are right for a consumer brand?
It depends on the category and audience. Our consumer work has used AV and broadcaster VOD, radio, out of home, paid social, paid search and display in different combinations. We plan the mix around your product and buyers rather than a fixed formula.
Can you target consumers locally?
Yes. From five-postcode automotive catchments to hyperlocal drive-time targeting, we can concentrate consumer media tightly around the places where your customers are.
How do you prove the media worked?
We set up measurement across the funnel so reporting connects reach and awareness through to the responses and sales that follow, rather than judging any single channel in isolation.
Ready to reach more consumers?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief and we make every effort to respond within one working day.