Early Predictions Identify the Long Term Potential of an Innovative New Campaign

A new TV campaign for a major gum brand was launched, using a unique creative approach – unlike any other advertising in the category. The advertiser wanted to learn early whether the campaign had the potential to create the kind of advertising equity for the brand that would not only break through, but become strongly associated with the brand and its benefits.

Communicus implemented a commALERT study to provide early feedback on the advertising, and to identify signs of whether the campaign had the potential that the advertiser hoped for. Early results indicated that the campaign would rapidly build both engagement and branding equity; six years later, it is still going strong.

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Insurance Company Finds the Path from No Advertising ROI to Strong Advertising ROI

An insurance company was spending over $25mm on advertising, but unable to identify any advertising impact whatsoever. Continuous tracking showed no movement for the brand over the course of several years, within or outside periods of heavy advertising spending. The CEO was questioning the advertising expenditure.

Communicus was contracted to conduct a longitudinal study (commVANTAGE) to isolate any impact that the campaign was having, and to identify possible ways to ehance its effectiveness. The research identified the unexploited persuasive power of the campaign, and illuminated the path to dramatic improvements in its in-market effectiveness.

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New Campaign for a Cereal Brand Line Extension Needs a Simple Fix to Succeed

A well-established cereal brand was introducing a line extension with specific health benefits. The launch campaign was budgeted for $12 million, to be aired over a 6 month period. While supermarket distribution was good, initial retail sales figures were disappointing.

Communicus implemented a commALERT study to provide early feedback on the advertising, providing insights that enabled the advertiser to turn a potential new product failure into a strong success.

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Food Products Manufacturer Risks Harming Core Equities With a Multi-Product Campaign

A food products manufacturer sells fresh and frozen/prepared food products, both under the same brand name. To build the brand, a new campaign was launched that featured a range of fresh and frozen items.

Communicus performed a commVANTAGE study to determine the impact of the campaign on the fresh and frozen lines. The research identified unintended consequences, which if allowed to build, could have produced significant negative impact on the brand. Revisions addressed the issue, and the campaign went on to fulfill its intended objectives.

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Financial Services Advertiser Streches a Limited Budget with Media Mix Optimization

This financial services advertiser launched a new multimedia campaign that included TV, print, radio and online advertising. In-market, the brand had a relatively low share of voice, being significantly outspent by at least five competitive advertisers.

The advertiser asked Communicus to study in-market campaign performance via a commVANTAGE study, and to apply the roiVANTAGE system to provide recommendations as to the media allocation plan that would achieve the best possible results for the new campaign. The results helped the advertiser to nearly double in-market impact, and to outperform most of the higher-spending competitors.

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