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• Written by MSI
• Categorie MSI

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Results:

Social media had the highest recognition, but retail banners had the highest conversion to sale (inc ‘more likely to buy’).
YouTube had a high understanding of the theme of the campaign (new range) and high interest in buying.

Magazine had highest message understanding but low recognition and under-indexed in ‘likely to buy’.

Return on investment:

Next campaign focused on clearer messaging and increased the share of budget into retail banners and YouTube.

Result was a 130% uplift in iROAS on their next campaign.
They also ran a follow up survey with the ‘more likely to buy’ segmentation.