Perspective 4 min read

Perspective 3 – Hypergrowth

Every campaign should be optimised for profit, which brings in the notion of an optimal ROI for each campaign and each media channel. That mathematical logic remains hungry for data.

For this third edition, we presented the Everlife and Furlan Marri cases

Perspective 3 – HypergrowthJulien de Weck, editor-in-chief of Bilan magazine, opened the evening with a word of welcome and a presentation of the programme. Damien Fournier, co-founder of bright, then introduced the agency and explained the concept of data marketing.

The evening continued with the Everlife and Furlan Marri case studies, bringing to light the keys to exceptional growth from zero.

Everlife and Furlan Marri are, in our eyes, future great Swiss brands. From start-ups to profitable companies, their development has been guided by visionary founders, together with an acquisition strategy that performs.

We presented a few keys to that success — notably the notion of a floating budget, which makes it possible to adapt to the market’s seasonality, the structuring of test campaigns and best campaigns, and a strategy for collecting data that is reliable and in line with Swiss regulation (FADP) and the GDPR.

These two brands have managed, tactically, to put in place communication strategies that mix awareness campaigns, performance campaigns and engagement campaigns, combining them with agility so as to create virtuous synergies. That is precisely why we designed a marketing cube, which brings those three axes together by combining the media plan, the CRM plan, the editorial plan and the sales plan.

An illustration of winning strategies for generating hypergrowth.

A speaker in front of the screen of previous editions: the b-Sharpe, Veepee, Neho, Sky and Foxstone cases.
A raised hand in the audience, during the questions.
Christopher, from Everlife, at the microphone in front of the screen of his presentation.
Two speakers in front of a histogram of how the budget is split.
Andrea, from Furlan Marri, at the microphone behind a lectern.
A speaker in front of a screen connecting the brand and performance.
A speaker shows on screen the addition of several contribution curves.
Two speakers in front of a screen demonstrating a tool.
Christopher, from Everlife, at the microphone in front of the histogram of his results.

Everlife - MDW 24

Everlife – The keys to growth.

Everlife is the pioneer of funeral planning in Switzerland. By consolidating a fragmented market, Everlife has managed to take funeral planning in Switzerland from an anecdote to mass adoption today. And this is only the beginning: after a few years of existence, the company already signs several thousand funeral plans every year and constantly exceeds its already very ambitious objectives.

The keys to Everlife’s success are the following:

  • A company that was not afraid to make the right pivots: it began as a funeral comparison site, and quickly identified the model’s weaknesses in order to move it towards a more general service.
  • Performance campaign management based on a very fine analysis of the data: it is thanks to optimisation based on the profit optimum system that Everlife was able to grow so effectively.
  • Working hand in hand with the agency: it is by collaborating closely that Everlife and bright can collectively identify the paths to the next level of growth. Improving the messages, the conversion rates, determining the optimal budget, and so on.
  • Offline campaigns mastered here too, and analysed continuously: by finding the keys for TV and out-of-home to move from being mere awareness channels to being awareness and performance channels, Everlife was able to take a new step in its growth.
  • Very active management of inbound leads: by holding lead handling sacred, Everlife was able to industrialise its growth while optimising its budget.
Two speakers from Furlan Marri in front of a performance curve and watch visuals.

Furlan Marri

Furlan Marri – The precision of data in the service of growth.

Furlan Marri doubled the sales of its permanent collections while raising its profits by 61%, between 2024 and 2023.

That performance, in a highly competitive watchmaking sector, was made possible by a series of ingenious marketing strategies.

First of all, the company bet on smart marketing investment, favouring performance campaigns at the outset. That approach let Furlan Marri establish itself quickly in different markets. Beyond that, these performance campaigns were optimised to benefit fully from the other kinds of campaign — those focused on awareness, activation and education in particular.

The daily management of the campaigns, aimed at reaching the summit of the profit curve, also played a crucial part. That was made possible by testing visuals on the basis of data rather than intuition, which allows continuous optimisation. Finally, advanced tracking was put in place to measure the campaigns’ impact precisely and to collect data that lets a cookieless future be anticipated. This daily steering of performance campaigns is the work of our Commerce teams.

Guests chat, glass in hand, during the cocktail.
The audience seated, attentive, during a talk.
Two guests talk standing during the reception.

Fancy spending an excellent evening with us?

Perspective is an annual event offering a series of talks dedicated to data marketing. Get in touch to receive your invitation!

Ask for your invitation

TikTok board: full funnel first, creative that entertains and effective measurement, around a colourful ring.

TikTok Switzerland

TikTok – Giving brands the opportunity to be an integral part of the entertainment experience

TikTok has evolved from a music platform into a creative canvas and a cultural engine that shapes trends. Today it is a major entertainment platform with 2.2 million monthly users in Switzerland — close to a quarter of the population — 63% of whom are over 25.

TikTok stands out for a new era of entertainment, offering consumers more choice and more control, and creating a unique environment in which micro-communities thrive. To succeed, brands have to captivate meaningfully.

For an effective strategy:

  • Use a full-funnel strategy.
  • Create creative, entertaining content.
  • Adopt holistic measurement to optimise the results.

TikTok offers infinite possibilities for advertising, folding entertainment into the user experience for maximum impact.

In conclusion – faced with ever greater competition, brands have to combine performance, audience engagement and awareness with agility, so as to maximise the impact of what they say and create growth.

For us, every campaign should be optimised for profit, which brings in the notion of an optimal ROI for each campaign and each media channel. That mathematical logic remains hungry for data.

In 2024, the degradation of tracking capabilities remains an important subject for companies, but reliable solutions are emerging, letting us glimpse a better future. It will be bright — of that we are convinced.

  • Social media
  • Performance management

The series : Perspective, bright's annual evening

SeriesPerspective 1: acquisition and retention through dataIn 2022, to create a company’s growth, that company has to put in place personalised activity serving both acquisition and retention. Faced with…SeriesPerspective 2 — Methods and strategies for growthFighting the rise in your CPAs through attractive content and the opening of new media levers, and finally holding the quality of your leads sacred…SeriesPerspective 4 – Awareness vs. performanceThe triptych — attention, orchestration, attribution — is the foundation of a modern, durable marketing that performs. It is also the philosophy…SeriesPerspective 5 — Agentic marketing and creativityArchitects of a new marketing.
Sujets
WorkEverlife, hypergrowthGrowing the company’s business through performance acquisition campaigns, and running traditional campaigns to build the brand’s recognition.WorkFurlan Marri, digital strategyFurlan Marri, the art of balancing limited and permanent collections: Furlan Marri’s digital strategy.

The key skills bright can bring to you

Paid socialConnect. Engage. Convert. Audience optimisation, creative testing, qualified lead generation and online sales.Inbound marketingLead generation for B2B or B2C through lead magnets, the right channels for your targets, and support all the way to conversion.Paid searchResults, not just clicks. Sharp ad copy, testing, keyword research, remarketing and continuous PPC management.Performance creativeDesign informed by data. Striking visuals and compelling messages, fitted precisely to your audience.

Privacy Preference Center

Privacy Preferences