Maximising value via data integration
How we helped Bray Leino/Covonia
Need
NeedBray Leino, a creative agency working in planning, marketing and PR, wanted to understand the potential impact that a shift in comms strategy, from a 360 ATL approach to a predominantly digital one, would have on brand metrics for Covonia, a cough medicine.
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Approach
ApproachWe carried out a robust online quantitative pre- and post-campaign evaluation to measure changes in key brand metrics for Covonia and for the core competitive set over the campaign period. We also worked closely with Bray Leino to overlay several data sources including spend and sales data (Nielsen and Kantar).
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Outcome
OutcomeIntegrating survey with third party data meant we provided the client with a more holistic picture, contextualising insight and recommendations vs. the wider market and competitive landscape. This facilitated the client’s own internal work and decision making as research insight was informed by the other data sources to inform comms strategy, thus saving both time and effort.
"Thank you and the team so much for the presentation, it was really useful and delivered perfectly. I have to say, not many agencies go to the trouble of incorporating additional data (Spend, Kantar etc.) to give the full picture and it was really great (and appreciated!) Huge thank you."
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Senior Planner / Bray Leino
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