Two celebrity-led films outreached five competitor films measured on the same sample; all seven scored alike on likeability
A young appliance brand wanted its two celebrity-led films read against the competition, on a live benchmark rather than a norm from another year.
Seven films were measured in the same wave on the same sample: the client's two and five from competitors, including the category leader.
Both client films outreached every competitor film. All seven scored alike on likeability, so the advantage was in cut-through, not craft. Advertising awareness for the brand nearly doubled across the track, and the source data showed exactly which platforms were doing the work.
Curious to know more? Write to us and we will take you through this case, and others like it, in depth. projects@bigbluebanyan.com
- The question
- Are our films cutting through against the competition, and where is the advertising being seen?
- Approach
- Seven films, the client's two and five competitors', measured in one wave of the brand tracker on one sample
- Where
- Twelve centres across four zones, India
De-identified. Names, places and distinguishing details are generalised.
Related studies
New outdoor designs scored level on stated measures; implicit engagement and association shifts showed which one worked harder
Two outdoor designs scored the same when people rated them. Eye gaze and association measures showed which one worked harder.
A post-launch check showed a new corporate film carried the brand at 80 per cent, well above the norm
A corporate film with late branding was checked after launch. Eight in ten viewers linked it to the brand unprompted, well above the norm. One small fix was made for the digital cuts.
Two video formats scored alike in isolation; seen side by side, seven in ten chose full animation
Two video formats scored the same when rated alone. Side by side, 69 per cent chose full animation. The test became the client's routine for later creatives.
Have a similar question?
Tell us the decision behind it. A senior researcher will reply quickly with what it would take.