The client achieved a 1% lift in sales the first half of the year and a 2.3% lift the second half of the year for the campaign. IRI’s analysis showed the highest-performing networks were also the most effective following the adjustments.
Making further adjustments to the brand marketing mix, campaign and media placement based on these results, the brand adjusted its portfolio mix and again grew sales in the first half of the following year.
Marketing sales grew over 10% due to changes in media allocation, campaign optimization and effectiveness, even despite a decline in spend.