Retail
Adelaide Drives 16% Brand Lift for UK Grocery Giant
Goals
- Prove the relationship between AU and core brand metrics
- Identify which campaign components contribute to efficient attention
- Establish AU benchmarks across channels to inform media investment decisions
Approach
- Measure AU across display media on desktop, tablet, and mobile devices to evaluate media quality
- Factor in cost data to identify key reinvestment opportunities
- Partner with third-party provider, Dynata, to establish brand lift delivered by high- vs. low-AU exposures
Results
Strong Boost to Unaided Awareness & Other Key Metrics
Media above 23 AU drove 15.5% higher unaided awareness than lower AU media — as well as increases in favorability, familiarity and recall.