Maximising ROI from media mix refinement

Business Issue

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Demanding growth plans and restrictions on the marketing budget ensured that the maximum ROI for all of our client’s brand communications activity was essential. ​

With a number of highly selective target audiences, deploying the optimal multi-media approach and salient messaging would be challenging.​

Insitas Delivered

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Performance of each strand of the client campaign was assessed across a number of key metrics for each of the target audiences, using a carefully defined sampling framework.​

This highlighted both the executions and media format which worked hardest.  ​

Actions Taken

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The client changed their media mix, dropping one to enable an up-weight of spending in the most effective platform. ​

Regional spending boosts were tailored to improve overall ROI. ​

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Driving revenue growth for a pet care product​

Business Issue

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With a high quality premium product offering, our client needed to unlock the product potential to drive significant revenue growth within the pet care market.​

Determining the correct growth strategy was essential. Understanding where and how to focus marketing activity was vital to maximising ROI. ​

Insitas Delivered

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The client brand had an above average category purchase funnel conversion rate.

​Despite a low market share, the brand also had a high user share of wallet, performing strongly within the current niche audience.​

Key health knowledge touchpoints were uncovered alongside key barriers to both trial and increased usage frequency.​

Actions Taken

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The overall communications offering was revised. New messaging was developed around the key health drivers.

​Additionally there was a change in channel emphasis, building on the knowledge gained on the way social media was used in this context. ​