DEFENDING A MARKET-LEADING POSITION
+44% TOTAL MARKETING INVESTMENT
DEFENDING A MARKET-
LEADING POSITION
+44% TOTAL MARKETING INVESTMENT
The Challenge
Performance marketing was working well, but brand awareness needed to grow to reach a niche audience
A shift in investment priorities was essential to drive long-term consideration
The Approach
Used quant and qual research to build a detailed customer profile and identify
high-indexing channels
Developed tailored creative to resonate with the audience and rebalanced the media mix towards brand
The Results
Increased total marketing budget by
44%
Introduced new brand-building channels
Shifted media mix
to 70/30
performance/brand, with econometrics supporting
long-term AV investment
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The Challenge
Performance marketing was working well, but brand awareness needed to grow to reach a niche audience.
A shift in investment priorities was essential to drive long-term consideration
The Approach
Used quant and qual research to build a detailed customer profile and identify high-indexing channels
Developed tailored creative to resonate with the audience and rebalanced the media mix towards brand
The Results
Increased total marketing
budget by
44%
Introduced new brand-building channels
Shifted media mix
to 70/30 performance/brand, with econometrics supporting
long-term AV investment
See more work
