communications Case Study

Meaningful Evaluation of Ads to Determine Best In-Market Performance

The Situation

A Pet Food Supplier came to Phoenix MI looking to evaluate the creative effectiveness of a proposed new brand campaign, which was a departure from their typical direct response style advertising (DRTV).

The Challenge

The new strategy was built on a desire to complement their DRTV campaigns and create a stronger emotional connection than their current DRTV.

 

Their current effectiveness measurement strategy was built around a direct response approach and would not measure the new desired outcomes.

A happy cat getting scratched under the chin

Approach + Solution

The Phoenix team was able to utilize the Phoenix Brand Effect database, which evaluates the performance of all television advertisements and our AdPi 2.0 creative insights platform to solve the client's challenge.

The creative effectiveness of the Pet Food Supplier’s ads was measured against the current Internal Champion ad and against each other, as well as in-market competitive ads. This process yielded actionable insights allowing for the creative optimization that delivered stronger message breakthroughs.

Results

The ad campaign was launched and tracked via our real-time Phoenix Brand Effect measurement solution, which showed strong breakthrough and emotional connection and relevance to the targeted audience.
A couple sits on a couch with their cat and dog

Final Word

The Creative AdPi® (Advertising Performance Indicator) solution provides valuable insights on how to optimize individual creatives and campaigns to deliver on your campaign business objectives.
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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