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.
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- 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.
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