These brands had the most effective ad campaigns in Germany in 2020

YouGov
January 18, 2021, 3:26 PM UTC

2020 has been a challenging year for many of Germany’s major brands and effective advertising remains key to the survival for many. But who, according to the YouGov data, has experienced the highest increase in advertising awareness over the past year? 

In a list reflective of 2020, the five brands that have experienced the highest increases in advertising awareness are: Indeed, Apple iPhone, Sony PlayStation, Dm and Eis.de. 

Indeed occupies the top spot on this list in terms of the highest increase in awareness over the year (16.9%) and the highest level of overall awareness (27.5%). Job losses have been a major by-product of the COVID-19 pandemic in Germany and the employment website looks to have capitalized on the growing uncertainty in the jobs market by increasing their marketing presence across the country.

The German population also appear highly attuned to high-profile tech industry product launches, with Apple iPhone and Sony PlayStation making appearances on our list. Both brands have experienced fourth-quarter spikes in advertising awareness which align with the pre-Christmas launches of the iPhone 12 and the PlayStation 5.  

Germany’s leading drugstore chain, dm, also makes the cut. dm - which has thousands of stores across the country - has been focused on expanding its online services in 2020, with efforts directed towards rolling out a nationwide click-and-collect service to complement its online shop. The 8.3% rise of Ad Awareness for the brand seems likely to stem from campaigns aimed at educating the German population of its new services. 

One brand in Germany believes it has the answer to lockdown enforced boredom. This company is eid.de. The German online retailer of sexual accessories experienced a surge of interest in its products when social restrictions were initially introduced in March and in recognising this trend, eid.de advertised accordingly. This helps to explain the initial growth of Ad Awareness in March which has subsequently grown steadily to 18.9%, our most recent figure. 

Methodology: The listed brands saw the highest year-over year increase in Ad Awareness for the period November 8 – December 8. Increases listed on chart and in text refer to the scores on December 8, 2019 and December 8, 2020 on a four-week moving average.