Proving
marketing impact
Strategy | Media Planning, Buying, Measurement
Campbell’s moved Pacific off its big-agency grid to us with a clear remit: figure out what marketing can do to grow the business. Smaller brands so often get lost in big agencies built for scale, because they need a different approach. We partnered with a PR/Influencer agency and a creative agency to generate a much more accountable and agile marketing approach that generated tangible sales and Household Penetration impacts over two years. Core to our solution was building a measurement approach that the client and all agencies could buy into. Hard conversations when creative wasn’t working, or influencers weren’t breaking through . . . but by building trust we continued to pivot and optimize to deliver tangible outcomes over time.
Up to 19% Sales Lifts
By setting up media to run in different geographic clusters based on category, brand and organic development levels, and aligning on a simple matched-market test vs control measurement approach, we were able to shift spend from markets generating zero lift into markets generating incremental sales lifts as high as 19%.
+12% Awareness Lift
We put exposed vs unexposed lift tracking in place, so we could clearly see which content, media mix elements and audience sets were generating specific impacts on awareness, consideration and perceptual metrics. This measurement proved invaluable to drive continuous improvement, ultimately leading to clear sales and penetration outcomes
Accelerated Content Learning
Our robust measurement approach generated needed clarity around where to best leverage influencer and celebrity content, and where brand campaign content was most effective.
