Challenge:
Nestle was launching a new campaign for KitKat in Canada and faced the challenge of measuring and tracking the in-market performance of their creative campaign across multiple channels.
Nestle required a solution that would not only deliver quick insights but also provide robust diagnostics, particularly among their target media audience.
They didn’t have a tracking program they could ride on and there were budget and time pressures too.
Approach:
To address the client’s needs, we proposed BrandCampaign which offers fast and actionable results. This was the first BrandCampaign done in Canada, delivering insights in both English and French.
We increased the total sample size ensuring the results could be analysed across both the total audience and their specific media target.
Fieldwork was conducted when approximately 70% of the media budget had been invested and insights were delivered after the full media investment was completed.
Insight:
The BrandCampaign solution delivered creative diagnostics and a snapshot view that enabled the client to understand the in-market performance of their ads and identify which one had the most impact. Normative benchmarks allowed the client to pinpoint areas of strength and opportunities for optimisation.
This helped them refine their strategies.
We were also able to diagnose how the optimisations made after copy testing had been successful based on these tracking results.
Impact:
The client was highly satisfied with the results of the study. It guided their decisions about future campaigns in terms of creative assets to re-use and media strategies to deploy.
The actionability of the diagnostics and insights led them to commission another BrandCampaign study for a different line of business, reinforcing their trust in Kantar’s solutions and its ability to deliver actionable insights.