advertising Case Study

Determining Advertising Spend During a Pandemic When Sales Are Up

The Situation

A major home-improvement brand that typically launches a Spring/Summer campaign was experiencing strong pandemic-related sales gains as the key 2020 selling season began. Prior year longitudinal studies had reinforced to them that they stood to lose market share without advertising.

Longitudinal Design, Brand Awareness, Advertising Spend

The Challenge

How should the client approach their advertising with this new growth in their product?

Longitudinal Design, Brand Awareness, Advertising Spend

Approach + Solution

Understanding, from prior longitudinal design research, the importance of in-season advertising pressure led to not reducing advertising spend during the summer of 2020, despite the strong selling season that was anticipated as a result of pandemic-generated behaviors.

While this situation may have led the advertiser to believe that they can reduce their advertising spend during a peak selling season, we were able to showcase how they would be able to maximize their advertising’s effectiveness during this period to help set them up for future sale reductions or other economic impacts.

What did the advertising accomplish incremental to what would have happened without advertising?

Longitudinal Design, Brand Awareness, Advertising Spend

Results

With the understanding of the power of their advertising, the client was able to maintain consistent brand awareness among those who saw their ads even after their initial growth period.
Longitudinal Design, Brand Awareness, Advertising Spend

Final Word

Their fully integrated 2020 campaign enabled them to gain both sales and market share in a time when, without advertising, the brand would have lost salience – and sales – to competitive brands.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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