In an increasingly complex media world, the way content is consumed continues to proliferate, with consumers now completely device and channel agnostic. Content has become king.
The Manchester operation of Carat, the media agency renowned for their innovative approach, had been working with N Brown, a successful digital retailer for 20 years. N Brown had historically spent predominantly on above the line media, and they wanted to justify the impact that their increasing digital budget was having on their three brands – JD Williams, Simply Be and Jacamo.
Carat needed to provide a holistic view of the campaign to their client. Having the ability to accurately measure a cross-device, multimedia ad campaign became critical to understanding the true impact creative and messaging has on a consumer’s awareness and perception of the brand. This is where Research Now came in.
Relying on claimed data and a lack of individual channel measurement meant traditional brand tracking methodology was insufficient for delivering the insight needed. Research Now provided a methodology that enabled the measurement of each channel’s impact (TV, Print & Digital) on brand metrics in isolation, alongside other media channels throughout the campaign through real-time reporting.
Research Now and Carat worked together to conduct a UK industry-first trial of a new brand uplift, cross-media, cross device methodology. Following a successful trial in Q4 2016 with one of the three brands the study was rolled-out in Q2 2017 across all three of N Brown’s power brands.
Employing Research Now’s Cross Media Measurement solution, which combines the benefits of persistent first party cookies with surveys, Carat were able to capture the ad exposure across each of the media channels, linking multiple ad exposures (online + offline) to create an ‘exposed’ group of individual respondents, alongside a matching baseline/control group. Using a custom designed survey to all respondents they could assess campaign effectiveness, providing the ability to compare uplift in brand KPIs for each media channel independently and in groups to provide attribution analysis.
This data was fed into a ‘real-time’ dashboard, where unlike traditional trackers, Carat could view weekly changes to brand metrics by each media type, frequency of exposure, creative & site.
For JD Williams, TV, Press and Digital advertising combined led to a 5% uplift in brand awareness. Of those aware, the proportion who have shopped with JD Williams is 9% higher. Exposure to press alone led to a 1% fall in perceptions that they sell a wide range of products but if press was combined with TV and/or digital, a 6% uplift was seen.
For Simply Be, exposure to TV and digital increased brand awareness by 4%, while exposure to print and digital increased ad awareness by 10% and those who have shopped with Simple Be by 4%.
Exposure to TV, print and digital increased positive impression of the brand by 11% and led to a 10% increase in likelihood to shop.
For Jacamo, seeing TV and video advertising led to a 4% uplift in brand awareness. Carat and N Brown will continue to measure and understand the incremental benefit that video adds to their TV strategy.
For the first time ever, they were able to see a holistic view of their campaign across all channels, helping to optimise their spend. The fast turnaround enabled them to use the results for immediate effect with the next season’s campaigns, influencing their Autumn/Winter planning decisions.
Carat are now confidently increasing investment in digital brand activity as they know it supports the ATL campaign, and print continues to be an increasingly important part of our strategy as it’s now proven to drive consideration and purchase intent.
“We worked with Carat Manchester and Research Now to develop real time, always on brand tracking for our 3 power brands, Simply Be, Jacamo and JD Williams. We now track all our digital brand activity as well as traditional channels and we are able to understand the true brand effect of combinations of different media. This means that we are now able to improve our business results to meet our brand objectives by selecting the media mix that we know optimises our awareness, consideration and purchase intent.”
- Pierre Hun, Head of Media, N Brown Group
Liam Corcoran, Vice President of Ad and Audience Measurement, Research Now.
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