Global CPG client creates new metrics for ad effectiveness and brand equity

SITUATION
Top 10 global CPG company wanted to make quantum improvements in its ability to assess effectiveness of its multi-billion dollar advertising spending. With many strong but older brands in mature categories, the client wanted to re-ignite
consumer interest and to create a high level of emotional bonding.

INSIGHTS
Resonance created a whole new way of measuring ad effectiveness, by separating the respondent’s reaction to the ad campaign from their assessment of the brand itself. Resonance pinpointed which ads generated sales lifts based on motivations, and those which had a negative impact on the product and the brand.

IMPLICATIONS
Client now has a radically effective tool to assess the effectiveness of ads, whether they are on air or still in concept stage. They can use insights to develop ads that reinforce positive product and brand motivations. They can also pull ads that create excessive distraction that hinders people from remembering the key brand message.

RESULTS
Client still implementing these new results to potentially save millions of dollars in annual advertising expenditures.