Challenge:
New Look (a High Street fashion retailer) invested heavily in their new campaign. They needed to quickly demonstrate effectiveness to their stakeholders.
The challenge was that this campaign was active only in UK’s North-West region, and their existing tracker was unable to provide the necessary reads in the short duration of the campaign.
Approach:
Kantar BrandDynamics tracks fashion retail in the UK. Its daily tracking can unlock insights from the region-specific target audience.
The daily 100 sample not only allows for high granularity but also ensures precision data slicing. The noise-free daily data can clearly attribute movements in KPIs directly to the campaign activity as it goes live because the data is also lag-free.
Insight:
The impact of the campaign was evident quickly. Benchmarked against the national sample, a key metric like Consideration increased by 22% within the target audience compared to an increase of 6% among the benchmarks.
Brand equity, measured through Kantar’s MDS framework, also saw a notable lift, with Difference increasing by +5pp—a key driver of Pricing Power, which strengthens the brand’s ability to command a price premium.
Impact:
The agile tracking of campaign effectiveness through BrandDynamics allowed the New Look team to demonstrate not only the short-term impact on Consideration, but also how it boosted overall brand equity within the target consumer base.
By linking these insights to commercial outcomes, the team has successfully delivered ROI on marketing investments.