The client’s brand was a market leader with good name recognition, despite the fact that the brand had never advertised before.
They wanted to experiment with advertising in local markets to understand the impact of advertising on the brand. The key questions:
How would advertising impact the brand’s equity?
Would any “bump” in market share be worth the advertising investment?
INSIGHTS
The PRE-Awareness wave was done right before the media campaign was launched.
The brand already commanded a 50% top-of-mind recall and almost universal brand awareness.
Around 40% thought they may have seen an ad for the brand, although no advertising had been done! (Ghost Awareness)
Given such high brand awareness, the agency was wondering if, and how, advertising would enhance the robust brand equity.
The POST-Awareness wave was conducted immediately after the media campaign concluded. There was a significant lift in these key measures:
Top-of-mind brand recall, brand awareness and ad awareness
“Most recent purchase of the product” also experienced considerable growth.
One of the key findings was that the light users of the product were driving the growth of the brand.
IMPACT
The ad campaign helped to carve out a unique positioning for the brand.
The brand believed they had good awareness because they were the market leader, but the research showed that even high awareness can see a lift with spending.
The client recognized the benefit of advertising, especially for persuading low-frequency users, offering them measurable ROI on the media spend and the research.
CHALLENGES