Our approach was to prove the effectiveness of brand communications using a controlled test in media with a refreshed brand platform.
The test comprised; identification and understanding of growth opportunity audiences, their media habits and the channels and publishers they paid attention to; a plan of effective reach and frequency (and the moments that mattered) and a new brand identity – built for the platforms and publishers selected.
An econometric model was developed to robustly measure the effectiveness of each media channel. The adstock and saturation of each channel was identified and the incremental revenue per channel was decoupled from the baseline trend in revenue of the brand, enabling accurate ROI figures to be derived for each media channel.
The output of which was then used to develop an optimised budget allocation by priority channel(s) for the following financial year, with seasonality decomposition informing the optimal weekly laydown.
YouTube, Meta, Radio
The test campaign returned a short term revenue payback of over £4 for every media and creative pound invested. The resulting data from this test was then integrated into the following year’s financial planning to shape the media channel laydown & creative development for optimum future revenue return.
“Hands down, it was the smoothest and most sophisticated onboarding we went through.”
“Throughout the onboarding process and beyond, Open Partners went the extra mile in understanding the overall business and specific marketing challenges we face, delivering an instant improvement in overall performance across all channels whilst supporting our journey to digital maturity.”
