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The Power of Creative in Building Brand Awareness
/ Thoughtspace - Brand Awareness, Case Study, CPG, Marketing Strategy
December 5, 2021
The Brief
Coegi partnered with a powerhouse creative agency to launch a full-funnel digital campaign, building brand awareness as well as sales for a high-growth wine brand.
Highlights
10.6%
Lift in Standard Ad Recall
1.8%
Lift in Unaided Brand Awareness
1.4%
Lift in Purchase Intent / Consideration
Challenge
The brand tasked the team to produce a campaign that was not only effective in building brand awareness and emotional connection in a very cluttered, complicated category, but also drove trial and consideration across a broader set of consumers.
Solution
The team executed a performance branding study on Facebook to evaluate brand lift as well as conversion lift for key website events. By comparing control and exposed audiences, incrementality was able to be evaluated. This blended approach allowed for valuable insights into multiple stages of the consumer journey, from brand awareness to purchase intent.
The study showed positive lift across brand categories, surpassing CPG benchmarks. Ad recall was particularly pronounced, signaling that the creative was successful in driving memorability and that the selected audience resonated with the messaging approach.
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