Solutions - Campaign/Ad Testing & Message Testing

Brand Metrics & Campaign Measurement

The Challenge

Lux was challenged by a mid-size consulting firm to evaluate its campaign in a key US market. There was a need by the brand and marketing teams to better understand brand awareness, familiarity, and perceptions among the target audience of interest, in addition to uncovering how a recent campaign may have shifted perceptions.

The Solution

An online survey was fielded with specific professionals in that regional market. In this case, a similar study had been conducted for this client in a different key market. Results compared and contrast our client’s performance and campaign performance in the two markets.

The Outcome

Our client team obtained insights on overall impact of the campaign on its niche target audience in terms of recall, message takeaway, and brand impact. The research also provided a very clear foundation of how the client was perceived within the local competitive landscape, and where are whitespace opportunities for our client to focus on. Results helped validate the general direction of the campaign while providing recommendations to optimize messaging and media going forward.

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