14 Oct 2022
Ad Effectiveness - case study

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.