According to an accompanying study, Paul Green's first TV sponsorship campaign increased brand awareness and purchase intent. The Austrian women's shoe manufacturer was a sponsor of the VOX show "Shopping Queen" for the first time from March to the end of April 2026.
The campaign was created in collaboration with the agency Particibrand and Ad Alliance. Openers, reminders, and closers featured visuals from the current Paul Green campaign. RTL Data, commissioned by Ad Alliance, analyzed the impact of the sponsorship on brand awareness, perception, and purchase intent.
Aided brand awareness among viewers of the show was 38 percent. In the control group, who had not watched "Shopping Queen," it was 29 percent. Among those surveyed who specifically recalled the sponsorship, awareness reached 58 percent.
The study also revealed differences in ad recall. Ad awareness rose from two percent in the control group to ten percent among the female viewers. Among those surveyed who specifically remembered the sponsorship, it reached 29 percent.
64 percent of female viewers surveyed rated the sponsorship as good or very good. Among those who remembered the campaign, this figure rose to 79 percent. Also, 79 percent considered Paul Green and "Shopping Queen" a good match.
According to the study, Paul Green was perceived more strongly as a high-quality, fashionable, and appealing premium brand after exposure to the campaign. Furthermore, interest in further information, willingness to visit the company website, and readiness to recommend the brand all increased.
41 percent of female viewers who had been exposed to the campaign indicated they would consider buying Paul Green shoes. In the control group, this figure was 24 percent. Among those surveyed who actively recalled the sponsorship, purchase intent reached 47 percent.
“With ‘Shopping Queen,’ we found the perfect environment to present our campaign to a fashion-loving target group,” says Jasmin Pöschl, Head of Marketing at Paul Green. The results confirmed the decision to use this format.
For the CampaignImpact study, RTL Data surveyed a total of 747 women between the ages of 25 and 65 who watch linear television at least occasionally. The study compared 434 female viewers of "Shopping Queen" with a control group of 313 non-viewers.
