advertising Case Study

Rethinking An On-The-Go Snacking Brand's Advertising Effectiveness

The Situation

An on-the-go snacking brand was seeing a decline in their product during the pandemic and needed to understand how to make changes to their marketing approach to improve their effectiveness.

Advertising Effectiveness, Effective Advertising, Ad Campaigns, Purchase Intentions, Brand Salience

The Challenge

The biggest challenge for the client was understanding which direction they should take their advertising to ensure more positive outcomes. Should they cut back on their advertising? What is the most effective advertising? What should they do with their ad campaigns?

Advertising Effectiveness, Effective Advertising, Ad Campaigns, Purchase Intentions, Brand Salience

Approach + Solution

Based on our analysis, results demonstrated the importance of advertising to help offset deterioration.

In some cases, such as the example provided below, the brand must focus on maintaining top-of-mind awareness to help maintain future purchase intentions as much as possible that would have otherwise reduced significantly if advertising was not present.

What did advertising accomplish? How bad would it have been without advertising?

Advertising Effectiveness, Effective Advertising, Ad Campaigns, Purchase Intentions, Brand Salience

Results

As a result of maintaining the ad budget, the Marketing team had the confidence to maintain their media support over this difficult period – and emerged in 2021 with significant market share gains.

What was the longer-term result of maintaining marketing pressure during the downturn?

Advertising Effectiveness, Effective Advertising, Ad Campaigns, Purchase Intentions, Brand Salience

Final Word

Through this study, we were able to help the client better understand how much worse purchasing declines would have been without advertising during this period, and how losses in brand salience would have affected future purchase consideration.
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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