Challenges
Our client, an established retail company in the home improvement sector is set to build their presence and reach out to Malaysians through a nationwide branding campaign. As part of their marketing efforts, our client has adopted the various Above-the-line (ATL) channels to make their presence known to consumers. Given such major initiatives and investments, hence the client has the intention to measure the Return of Investment (ROI) of the campaign and its impact on the market on a whole.
Approach
As our client has no prior view of where their brand stand is in consumers’ mind, we had executed a Pre-Post Campaign research where we had reached out to about n=1,000 home owners in selected key cities within Peninsular Malaysia. The pre-phase served as a baseline to establish where the brand currently stands in the market prior to campaign kick-off; whereas, in Post, apart from measuring campaign effectiveness (reach, motivation), we took stock of how much lift was generated/ which key metrics needle has moved for the brand post the campaign; At the same time, we also looked into home owners purchase behaviour habits to identify white spaces to targeting and opportunities going forwards.
Results
Client’s marketing campaign efforts was seen to have impacted the brand in a positive way – since it was largely a tactical campaign, certain measures did better than others. Using our own Brand Health proprietary tool i.e. Perceptor, we were also able to evaluate the extent of shifts in sentiments, emotions towards the brand and the extent of obstacles impeding brand perceptions among homeowners which proved to be a powerful tool to guide future marketing investment decisions for the brand.
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