communications Case Study
Meaningful Evaluation of Ads to Determine Best In-Market Performance
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 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.
Approach + Solution
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.