How New Look demonstrates region-specific campaign effectiveness

apparel brand tracking
New Look, a High Street fashion retailer, invested heavily in their new campaign. They needed to quickly demonstrate effectiveness to their stakeholders. With BrandDynamics subscription tracker they unlocked insights across more consumer groups, a task harder to achieve with their regular tracker.

Challenge: 

One of their latest campaigns 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.


Insight: 

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. 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.

Impact:

By linking these insights to commercial outcomes, the team has successfully delivered ROI on marketing investments.

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 benchmark.

Brand equity measured by Kantar’s MDS framework also saw strengthening of ‘Difference’ among this audience. 'Difference’ significantly contributes to 'Pricing Power' - the brand’s ability to command a price premium.