BrandVision

Issue:

A large consumer packaged goods company had launched an advertising campaign to support a new product launch. The advertising was performing poorly, placing the new product launch at risk.

Action:

We examined the client's advertising campaign through our advertising evaluation techniques, consisting of advertising awareness (by medium), ad recall, ad execution recognition and linkage.

In our analyses, we found that of the three executions in the new campaign, only one was generating the majority of the advertising awareness.

We then recommended that the client incorporate several key execution elements (better recognition elements and increased branding) into the two weaker- performing executions in order to improve their effectiveness and efficiency.

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