Optimizing campaign creative in brand repositioning
We conducted a 20-minute online survey among a sample of 1,000 brand and category purchasers to evaluate different brand concepts and creative campaign elements. Using a monadic survey approach, our goal was to understand reactions to the central “big idea territory,” the relative appeal of each of the three concepts/executions, motivation to purchase, and opportunities for improvement.
Findings helped to identify the elements that worked well across the three campaigns and narrowed the consumer target base to three key segments. Our client learned, however, that none of the three campaigns were quite yet “ready for prime time.” In order to develop a compelling brand personality for the brand, its creative team strengthened the RTBs and combined the creative elements that received the highest survey ratings to rework the campaign and thereby establish a unique point of difference.
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