In today's world it is well known that information comes from many different sources, simultaneously and in very different formats. In this context advertising can no longer be considered as one homogeneous platform, but as a separate unit within a media plan. Marketers need to think and do, faster than media consumption and for this reason it becomes increasingly necessary to recognize the role/importance of cross-platform campaigns for maximising the efficiency of marketing investments overall. Because, let's be honest, modern times require us to do much more with much less. With our presentation, we will share ideas about how to potentially increase the campaign's reach and efficiency using a cross-platform marketing strategy.