communications Case Study
Integrating Measurement Solutions to Maximize Advertising Investment
A longstanding Phoenix client, a multinational food & drink corporation, recently acquired a well-known chain coffeehouse and roasting company that did not have an established system in place for ad effectiveness measurement.
The roasting company was on a fast track to launch a series of new ads for packaged coffee.
Without a program in place to measure their impact, the acquiring multinational had no way of measuring the efficiency of the campaign in the marketplace and potential impact on both brands.
Approach + Solution
We used Brand Effect to measure the breakthrough, branding, and message communication of the campaign in the real world, while AdPi was used to gather and provide feedback on the underlying creative content and performance.
Combining these two solutions supported on-the-fly changes to messaging and creative to boost the campaign’s effectiveness from both a call to action and brand health perspective.
Additionally, the Phoenix Brand Effect Solution allowed the client to refine their media and program placement strategies to maximize their advertising investment.