communications Case Study
Driving In-Market Consumer Response in a Crowded Marketplace under Challenging Market Conditions
Just as the global pandemic hit, an exercise equipment and media company was looking to make its first push into linear TV globally with a brand campaign to drive reach and awareness.
Commercially backed and looking to grab market share globally, they position themselves as a Technology & Content company designing at-home exercise equipment & building a deep community experience.
Historically, the company went from a start-up to a market leader by running many highly targeted digital acquisition campaigns and putting a lot of work into custom target segmentation.
Now faced with a growing number of competitors, both new and legacy brands expanding their push with similar product offerings and jockeying for space within their initial target audience, the company needed to start reaching and resonating with a much wider audience.
Approach + Solution
First, we started with Phoenix Brand Effect to help the client measure their TV advertising in-market and bridge the gap between their brand equity tracking and creative diagnostics.
Then, we shifted focus to our AdPi Quickview platform, which has a specialized Fitness Category model (one of 19 category-specific models) built out to provide the client with a more precise measure of the creative effectiveness of their competitors amongst their potential client base.
The client used the category-specific insights provided to refine and develop mass-market TV advertising campaigns for both the US & European markets that broke through the clutter of the Global Pandemic.