The Situation
A new TV campaign for a major gum brand was launched, using unique creative approach. The advertiser wanted to learn early whether the campaign had the potential to create the kind of advertising equity that would not only break through but become strongly associated with the brand and its benefits. The initial TV pool included three commercials; while the advertiser also used magazine advertising, the new creative approach was not carried over to print.
The Communicus Approach
Communicus implemented a
commALERT study to assess the performance of the TV campaign after thirty days, when each of the three executions had received between 150 and 250 TRPs of exposure. The research provided an evaluation of the engagement, brand linkage and communications achieved by each of the three executions in relation to the media investment to date. Of equal importance, however, the analysis examined the extent to which brand linkage and communications improved among those who had, at this early stage, already engaged with multiple campaign executions.
Key Learning
All three TV executions demonstrated strong engagement in relation to spending to date. Brand linkage and message communications were, though, significantly below norm. With this information, the advertiser might have concluded that the campaign needed to be revised or scrapped.
However, a hallmark component of the Communicus
commALERT analytic process for new campaigns provided key information that challenged what would have been an incorrect conclusion. Specifically, among those within the target who had engaged with multiple executions, brand linkage and message communications were at significantly higher levels than among those who had, to date, engaged with only a single execution. Among the small percentage of the target who had already seen all three executions, brand linkage and message communications were significantly above norm, characteristic of a campaign that would rapidly build equity as more executions received additional exposure.
Actions Taken
With this information, the advertiser continued the TV campaign, and revised the print component to incorporate elements from the TV. Later, when the campaign was expanded to online and other non-traditional media, these executions also incorporated the elements from the TV that Communicus identified as the primary campaign equities.
The Outcome
By the end of the first year, all of the TV and print ads within the campaign were achieving engagement, brand linkage and message communications at significantly above normative levels. Six years later, this campaign has become a long-running success for the brand, with the character, the line and the creative approach achieving iconic status. Without the under $100,000 investment in the initial
commALERT study, and the additional analysis that was provided by the experienced Communicus team, the campaign might have never made it beyond its first few months and made such a significant contribution to the brand.
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