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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Explore all The Specialist View Live highlights on our Content Page, and sign up now to join the next event here.
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
