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Case study

Improving Brand Favorability

Client/Situation

After experiencing negative publicity, our client suffered significant backlash from consumers and needed direction on what to communicate to the marketplace (via above the line advertising), as well as a mechanism to track their progress. At the time, our client had an on-going brand health tracker in place, but was not receiving the insights required to address the business issue.

After experiencing negative publicity, they suffered significant backlash from consumers and needed direction on what to communicate to the marketplace (via above the line advertising), as well as a mechanism to track their progress. At the time, they had an on-going brand health tracker in place, but was not receiving the insights required to address the business issue.

Our client’s existing tracker reflected declining brand impression, as well as diminished trends across all attributes evaluated as a result of a halo effect from the negative publicity.

Approach/Solution

The insights led our client to develop specific communication platforms embodying these concepts. Alternative/new attributes to better represent the areas of technology innovation, product quality and consumer approachability were developed for the new tracking platform, as well as carried through to their ad tracking study – both conducted by Phoenix.

Results

Several months post-campaign launch, our client’s brand health score began to increase. However, in-market ad tracking results revealed that while the Customer Centricity assets were working well, the Technology Innovation message was not pulling through strong enough. The client and their agency partner revisited the creative to optimize the core message, which ultimately saw improvement. After 9 months post launch of the new campaign, our client’s BrandPi score improved by 15 points, which put the brand back on track for achieving pre-publicity levels.

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