How Otrium Developed a Scalable Brand Strategy

Otrium had experienced rapid growth over the years, largely driven by performance marketing. However, as competition intensified and costs per click increased, sustaining profitable growth became more challenging. Together with their partners Draft Digital, Billy Grace, and Talpa Media, Otrium developed an innovative, integrated brand and media strategy. This new approach combined cutting-edge technology, AI, and creativity to create a sustainable marketing ecosystem that drove both brand awareness and performance.

“Thanks to this approach, we’ve developed a scalable brand strategy that directly contributes to our commercial objectives. The combination of creativity, technology, and data-driven media allows us to truly stand out in a competitive market.”

Philip Sonneveldt

Head of Growth at Otrium

Challenge

Otrium’s rapid growth had led to rising CPCs and declining conversion rates. Despite expanding their media mix with upper-funnel channels like Radio, DOOH, and Digital Audio, they lacked visibility into the full customer journey. Traditional attribution models failed to demonstrate the true impact of these channels on sales. With a complex customer journey across both their website and app, Otrium struggled to understand how their marketing efforts were driving customer acquisition and long-term growth. To scale effectively, they needed a unified solution that could measure every touchpoint and provide clear insights into which channels were truly driving value.

Approach

In collaboration with Draft Digital, Billy Grace, and Talpa Media, Otrium implemented a data-driven solution that connected their CRM data with marketing touchpoints. By integrating Billy Grace, they gained full-funnel visibility, allowing them to see the contribution of every channel, from upper-funnel awareness to lower-funnel conversions. This approach enabled Otrium to:

• Track upper-funnel channels like Radio and DOOH, proving their significant role in customer acquisition.
• Optimize budget allocation, confidently shifting funds to branding channels with measurable impact.
• Use AI-powered optimizations and voice cloning for dynamic, personalized radio ads, increasing efficiency and relevance at scale.

This integrated approach empowered Otrium to measure and act on insights across the entire customer journey, aligning marketing efforts with long-term growth objectives.

Results

After implementing Billy Grace, Otrium gained actionable insights that allowed them to optimize their marketing efforts for growth:

6.38 ROAS

performance measured on the combination of Radio, Digital Audio, and DOOH. Comparable to performance media like Social Media, showing that branding can contribute directly to both performance and long-term growth.

+27% YOY new customer increase

with a 84% surge in the second half of the year.

+4% increase in revenue

compared to the previous year, demonstrating the success of the branding strategy.

+41% more brand searches

on Google, even with just a 7% increase in spend, showing enhanced brand awareness.

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Key Takeaways

• App + web tracking within Billy Grace enabled full, holistic attribution.
• Branding channels could, for the first time, be evaluated on ROAS, CPA, and new customer contribution.
• DOOH + radio delivered performance results that matched or outperformed traditional channels.
• The CRM integration made customer value, product impact, and retention potential visible.