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.
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.
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.