- Industry / Food & Beverage Retail
- Services / Agile Attribution & Change Management
As consumer dynamics shifted post-COVID-19 and market fragmentation intensified, the brand recognized the need to secure its relevance across generations. This pursuit of generational transcendence was further complicated by competing internal priorities around marketing strategies. Stakeholders debated the merits of prioritizing brand-focused campaigns to uphold legacy versus product-driven efforts to capitalize on immediate market opportunities. With a renewed investment in marketing, the brand sought to align its vision and strategies to ensure long-term growth while navigating the challenges of a complex and fragmented market.
Solution
By partnering with Ipsos MMA and leveraging its advanced predictive analytics solutions, the brand uncovered critical insights that reshaped its marketing strategy and long-term growth approach. The analysis demonstrated that while product marketing campaigns were effective, their growth was limited to the rate of incremental spend without the sustained support of brand-building initiatives. Ipsos MMA’s solution revealed that the long-term financial impact of reduced brand advertising far outweighed the perceived short-term cost savings, underscoring the importance of continuous investment in brand equity.
Additionally, the findings highlighted the value of upper-funnel media in enhancing total media ROI, maintaining, and growing the base business over a period of three or more years. The study also emphasized the role of channel diversification in maximizing campaign efficiency, achieving lower CPMs, and improving demographic targeting. These insights provided the brand with a data-driven roadmap for balancing short-term returns with sustainable, long-term growth.
Results
The partnership with Ipsos MMA and the implementation of advanced analytics and change management initiatives delivered transformative results for the brand. The insights and strategies led to a 300% increase in the budget allocated to brand campaigns, reflecting a significant shift in marketing priorities. Additionally, the number of media channels used was diversified by 4x, creating a more robust and comprehensive media strategy.
This approach guided the development of a long-term strategy emphasizing brand equity as a core driver of success, ensuring the brand maintained its market leader position. By reallocating budgets to focus on upper-funnel activities and leveraging media diversification, the brand achieved an overall improvement in marketing ROI. Importantly, this success was achieved while increasing the total marketing budget and experimenting with optimization tactics, showcasing the power of data-driven decision-making.