[EN] Building Consideration at Scale: OTTO’s Social Media Mid-Funnel Playbook

How do you build consideration at scale in an increasingly performance-driven media landscape? In this keynote, OTTO shares its Social Media Mid-Funnel Playbook and demonstrates how strategic mid-funnel activation can drive both brand impact and commercial results.

The session explores how OTTO leverages social media campaigns funded by both own marketing budgets and brand partner investments, and and how these different budget models are strategically aligned within a broader media strategy, where mid-funnel activation is one important building block. Through real campaign examples, the talk highlights how branding and sales activation campaigns are designed, scaled and optimized across platforms to deliver measurable impact for both OTTO and its partners.

Attendees will gain practical insights into structuring mid-funnel strategies, aligning stakeholder goals and unlocking the full potential of social media as an integral part of the overall marketing mix.