Branding roughly tripled in seven weeks while reach held steady: the campaign fixed attribution, not exposure
A young kitchen-appliance brand ran a campaign and wanted to know what it moved, with the evidence to prove it.
The same instrument ran before and after, with the interval set around the campaign. Reach and branding were read separately for each film; funnel and perception were read by brand layer against the media weight behind each.
Reach was already high before the campaign; the films were simply not being remembered as the brand's. After it, correct attribution roughly tripled while reach held, so the campaign had fixed the right problem. Where the media was concentrated, awareness, consideration and the lead perception all moved. With the pre-wave in place, a five-point gain was evidence rather than a number to argue about.
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- The question
- What did the campaign move, and can the movement be attributed to it?
- Approach
- Pre and post waves on the same brand health instrument, seven weeks apart, read against where the media went
- Where
- Three metros, India
De-identified. Names, places and distinguishing details are generalised.
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