Challenge:
Tassal, a leading Australian seafood brand, has ambitious long-term growth targets. The marketing team wanted to convey that Tassal prawns are high quality, great tasting and ideal for sharing and celebrations. Investing in a new advertising campaign that would resonate with their target audience and deliver the right brand associations was the best route to deliver these new messages. Despite very tight timelines, the cross functional team from Tassal, their ad agency and Kantar’s creative experts recognised that early consumer insights, prior to production of the ad, would be crucial to maximising the return on their marketing investment.Approach:
Using the innovative early-stage capabilities on LINK, the Kantar team evaluated and nurtured two potential early-stage advertising scripts. The approach combined quantitative evaluation, qualitative expertise, and AI-powered insights which helped Tassal confidently choose the best creative route before investing in ad creation. The comprehensive diagnostics also provided tangible recommendations on how to maximise the impact of the higher potential script.
Insight:
The insights provided Tassal confidence in choosing the highest potential campaign route much earlier in the process, empowering the team to allocate their time and resources more effectively. The nuances between the two scripts were subtle, but the robust insights provided the assurance to choose a riskier route with clear potential to drive greater differentiation. The combination of creative quality guidance and deep dive insights into critical brand elements also allowed them to give clear guidance to their advertising agency. This included insight into essential components like branding, main characters, and the most effective mood and tone which empowered the team to refine the chosen idea.
Impact:
The depth of the LINK early-stage creative evaluation and the collaborative nature of the process enabled Tassal to provide very granular guidance on specific elements of the final execution. With the support of Kantar creative experts during the production stages the brand and ad agency had a clear road map which iteratively guided the ad creation process. This resulted in significant time and cost savings and delivered superior ad performance. The common framework between early and finishedfilm stage provided consistent actionable insights that meant the brand could air their campaign with total confidence. When the final execution was tested with LINK the results justified the selection of the risker creative route by delivering the potential revealed by the early-stage insights. Based on the initial recommendations Tassal was able to create a campaign that was highly engaging and very differentiating for their brand.