advertising Case Study
Determining Advertising Spend During a Pandemic When Sales Are Up
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.
How should the client approach their advertising with this new growth in their product?
Approach + Solution
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?