Evaluating Digital Marketing Campaign

A Personal Care manufacturer launched a new digital marketing campaign  promoting a new cleansing bar with a benefit of pH 5.5, ideal for healthy skin. The campaign was targeting primary competitor brands.

Within a short time since the campaign began, there has been significant buzz and media coverage.

The key question was how has the new marketing campaign impacted the target consumer perceptions about the client’s brand, the brand saliency and image, and if it would lead to a higher propensity to purchase the product.

Quantitative research approach was adopted to understand client’s brand campaign effectiveness and the purchase intent for the cleansing bar among the consumer target.

The survey results showed that the brand established clear credentials as ‘specially made for sensitive skin’ and a ‘trustworthy’ image. A direct linkage was established between increasing the brand awareness and product trials.

Challenging the status quo of the current cleansing products  with an impactful reason to believe (RTB) of the client’s brand positioning was also working well in generating sales.

The client’s team used the research findings to justify increased marketing spend to amplify new brand positioning, increase awareness and drive sales. As a result, the sales were up +15% vs prior year.