The goal, for our client, one of the leading players in the Insurance sector, was to track monthly the contribution and effectiveness of marketing initiatives in generating brand memorability for the Group and driving call to action for their products, both in absolute terms and compared to the main players in the industry. 

How well are the initiatives remembered. Are they correctly attributed to the brand and how much do they contribute to increasing the KPIs?

The dynamic monitoring of the actions implemented by the brand was carried out with a monthly tracking, to measure the impact of advertising campaigns on the KPIs and monitor their trends over time. 

We analysed the overall campaign recall for each media involved (TV, digital, new media, radio…), its recognition via telepic blind testing, message comprehension and the association with the product/brand. The methodological approach included the creation of a dashboard of indicators to track the campaign's impact on brand image KPIs, consideration & preference and loyalty.

An effective media mix to reach the end consumer today and achieve a higher call to action is able to convey both product and service content with clear and transparent language, while also telling, consolidating and spreading the brand’s values and differentiating traits.