A small share of voice delivered near-norm reach, and a rural activation added reach the media could not
A personal-care challenger measures its advertising inside its brand tracker, so creative, media and brand movement are read on the same people in the same wave.
Reach and branding were read against category norms and media data; an on-ground activation was measured on the same base as the advertising.
The creative worked harder than its spend: a single-digit share of voice delivered reach close to the category norm. Branding trailed reach, which pointed the brief at the creative rather than the media plan. The activation reached people the whole media plan had missed, in exactly the rural areas the brand needs. Two decisions followed: fix branding, keep the activation.
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- The question
- Is our advertising working for its spend, and is the on-ground activation adding anything?
- Approach
- Advertising and activation measured inside the brand health tracker, on one base, against category norms and media data
- Where
- Small-town and rural markets, India
De-identified. Names, places and distinguishing details are generalised.
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