Cross-Channel Advertising Impact on Brand Positioning
Our client, an international sports network, wanted to test the effectiveness of a cross-channel advertising campaign of one of its advertisers and sponsors during the 2014 FIFA World Cup. Specifically, they wanted to understand the impact of advertising and promotional initiatives on its brand, the message the advertisements conveyed, whether or not brands that advertise on the World Cup benefit from greater perceived recall and engagement, and which brands were considered to be associated with the World Cup/Soccer.
The survey explored the following issues:
- unaided and aided awareness of World Cup sponsors
- sponsor “fit” with the World Cup
- messaging associated with the sponsor’s ads and sentiment towards the ads
- call-to-actions taken as a result of the ad
- brand lift associated with sponsoring the World Cup and its ads
- purchase intent for the sponsor’s product
Our research provided the client with evidence that sponsorship of the World Cup significantly improved the brand positioning and image of the client’s advertiser within the markets tested.
In addition, we found that those who viewed our client’s network reported more favorable scores across brand and advertisement key performance indicators than did non-viewers.