Brief
In a competitive market, our client required a strategic review of their marketing approach and a programme of activation to drive brand awareness and generate leads.
Strategy deep dive
Our approach to strategy is about getting the insight and analysis and doing the thinking to understand where we were going to have the biggest impact, fastest.
1.
We kicked off with a situational and competitor analysis to understand our points of difference
2.
Overlaid customer data with house price and income data to help us target our activity
3.
Conducted qualitative audience interviews to create audience insights
4.
Created detailed customer belief and behaviour personas and media profiles to target effectively
5.
Validated our profiles with a quantitative survey
6.
Identified segments for the first wave of activity
7.
Brand review and positioning exercise defined messaging architecture for each audience.
8.
Mapping the customer journey and identifying the key moments of focus
Campaign
Our highly targeted multi-channel digital and paid media campaign achieved all our campaign goals and, most importantly, resulted in high quality leads and a significant uplift in bookings.
Strong results for viewability, clicks and CPC
22%
Our brand lift study overall showed that users exposed to our ads declared 22.5% more brand/Ad recall (relative lift) compared to non-exposed users
2.5m
Adlook campaign reached 2.5 million new users in London and South East
