The Key Challenge
A D2C client entering a new overseas market needed to evaluate the effectiveness of a new campaign on a ‘test’ scale before committing to larger scale media investment.
The Researchcraft Approach
As with any D2C business, ‘hard’ response metrics were readily available to the client in-house. The focus of this study was therefore to complement this by tracking progress on key brand and campaign metrics over the course of the trial period using tightly controlled online sampling in test and control regions with more than 1,000 consumers.
The study highlighted that the initial media strategy resulted in wasted over-exposure that could be deployed more effectively with a different media scheduling strategy.