A global FMCG brand wished to understand the factors driving their path to purchase in order to better influence long term factors such as awareness and consideration alongside sales.
We defined a new methodology that allowed for the impact of media to be seen on sales plus brand metrics. We also showed the flow through from brand metrics to sales. For example, one TV campaign had a 2.5% impact on awareness which flowed through to a 1% impact on sales.
The brand could focus their efforts across the whole path to purchase, building campaigns that had a short term impact on sales alongside a longer term impact on the brand.