New Zealand Ad Effectiveness: Targeted FMCG

Key Insights

1)      TV built broad awareness early in the campaign enabling targeted channels to develop the message.

2)      The targeted channels were very cost effective in delivering increased awareness, but their reach is limited. Even amongst current category users TV achieved the greatest share of awareness.

3)      The targeted channels excelled in delivering the key brand messages of the campaign amongst current category users; TV however was the only channel which had an impact on share of purchases.

4)      Multiple channels almost always deliver stronger brand impact, and TV worked particularly well with the very targeted social media and print channels to drive improvements greater than either channel in isolation.

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