Appliance Manufacturer Enjoys Brand Lift With First Campaign for Signature Product, As Measured by Dynata
Overview
Household Appliance Manufacturer Enjoys Huge Brand Lift With First Campaign for Signature Product, As Measured by Dynata
With a century of experience, a leading global appliance company launched its first-ever advertising campaign for its signature product line in the U.S. in fall 2021 with the goal of significantly increasing brand awareness. To market its product’s unique technological features, the company turned to Simulmedia, the leader in cross-channel TV advertising, and its patented TV+® platform for guaranteed full audience reach across both linear and CTV. Dynata, the world’s largest first-party data company for insights, activation, and measurement, then analyzed the results to verify the campaign’s impact on key brand metrics.
Goals
- Advertise signature appliance product line for the first time ever in order to increase brand awareness
- Promote how proprietary technology enhances the appliance product
- Understand how the TV campaign resonates in market and impacts awareness
Results
- Simulmedia delivered 129% of the guaranteed A28-60 impressions
- The campaign reached 47M viewers in this target audience
- Dynata found double-digit growth in all brand attributes measured, including favorability (+19%), consideration (+20%) and perception as high-quality (+18%) and more than 3.5M viewers in the custom audience (30.41%), delivering $1.1M in incremental media value
The Challenge
Increasing Brand Awareness by Extending Reach
With a century of experience as a leading global household appliance company, our client launched an advertising campaign for its signature product for the first time ever, in the U.S. in fall 2021, with the goal of significantly increasing brand awareness. The client’s goal was to not only promote how proprietary technology enhanced its appliance product, but to also understand how the TV campaign’s creative and messaging was resonating in market and impacting awareness among a wide range of customers.
The Solution
Identifying Likely Customers, Reaching Them Across Channels and Verifying the Impact
With a century of experience as a leading global household appliance company, our client launched an advertising campaign for its signature product for the first time ever, in the U.S. in fall 2021, with the goal of significantly increasing brand awareness. The client’s goal was to not only promote how proprietary technology enhanced its appliance product, but to also understand how the TV campaign’s creative and messaging was resonating in market and impacting awareness among a wide range of customers.
The Results
Simulmedia Extended the Client’s Unique Reach Across 66 Networks, Growing Every Brand Attribute
Simulmedia delivered 129% of the guaranteed A28-60 impressions. The campaign reached 47M viewers in this target (34.26% of the total audience) and more than 3.5M viewers in the custom audience (30.41%), delivering $1.1M in incremental media value.
Dynata found that the campaign generated double-digit growth in all brand attributes measured, with the creative resonating positively with every audience measured, regardless of age, gender, or household income. Viewers looking to buy a new appliance of this type agreed that the client was “a leader in sustainability,” was “premium” and “has the right innovation for me.”
Exposure to the Simulmedia campaign produced outstanding results for the brand, improving consumer awareness, opinions, and purchase consideration among those who saw the ads.
The Conclusion
Understanding the Impact of a Data-Driven TV Campaign
This data produced by Simulmedia’s campaign will significantly impact the large appliance manufacturer's advertising budget and strategy for 2022, making it the first year in the venerable company’s history that it will have both brand and product spots in market.
This is a demonstration of the tremendous impact that can be generated by a well-executed and targeted media campaign.