1 / 6

Measuring brand health campaign effectiveness for a leading health & fitness brand

A study to measure the cut-through of the campaign and its impact on brand health, including customer perception vis-u00e0-vis competition and the effectiveness of the campaign.<br><br>

AronaSouris
Download Presentation

Measuring brand health campaign effectiveness for a leading health & fitness brand

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MEASURING BRAND HEALTH CAMPAIGN EFFECTIVENESS FOR A LEADING HEALTH & FITNESS BRAND Target Group o Males & Females o Aged 25-35 years o SEC A (A1/A2/A3) o Working professionals Sample Size N=1000 Study Type Geography Real time brand health measurement India: Gurgaon, Bangalore & Hyderabad

  2. What was the Research Requirement? Measuring the cut-through of the campaign and its impact on brand health, including customer perception vis-à-vis competition and the effectiveness of the campaign.

  3. What were the challenges? The client’s campaign was for a parent brand with 4 sub-brands. Hence, deciding on the right type of attribution became important to make the study effective for sub-units, along with the parent brand.

  4. How did Borderless Access Tackle the Requirement  Web-surveys links for the survey questions were shared with the eligible people in each location.  Participants were able to share their inputs directly using this link using mobile phones, tablets or laptops.  In addition, a WhatsApp group consisting of all respondents from each location was formed to gather qualitative insights through data in the form of text, images, audio, videos, to gain a clear understanding about specific brand metrics corresponding to the main brand as well as the sub- brands.

  5. Outcome  Borderless Access successfully highlighted the impact of the campaign on the parent brand as well as sub- brands, further linking it to imagery of the parent brand and the sub-units.  We recognized the need for a new brand campaign to improve the health of sub- brands  We recognized specific focus areas of brand metrics for future campaigns for the client to yield improved results

  6. Contact Us www.borderlessaccess.com Business Enquiries connect@borderlessaccess.com Connect with us marketing@borderlessaccess.com Our office locations AMERICAS EUROPE MIDDLE EAST & AFRICA APAC UAE | SOUTH AFRICA INDIA US UK | GERMANY | ROMANIA © 2019 Borderless Access © 2019 Borderless Access 6

More Related