October 25th, 2022, Emily Patel
Business challenge
Crossmedia needed to achieve a 40% brand awareness growth across Germany for their client, heycar.
Solution
YouGov BrandIndex was used to gauge existing brand awareness, and helped identify radio as the best channel to increase awareness among their target audience.
Results
Crossmedia were able to increase heycar’s brand awareness from 25% to 40% in the target regions, with an uplift of 60% nationally.
Business challenge
Crossmedia, a globally independent media agency, needed to facilitate consistent growth in brand awareness for their client, heycar.
With the budget given, the agency wanted to ensure their client reached the maximum awareness value possible by the end of the year.
Crossmedia’s initial goal was to achieve 40% brand awareness; however the targeting efficiency of the client’s existing media set meant that reaching this target was uncertain.
Solution
YouGov BrandIndex was used to conduct a deep analysis of heycar’s brand awareness within individual federal states, and identify each region’s weaknesses and growth potentials.
This highlighted the need for an additional media campaign tailored to raise awareness for regional audiences. With national media coverage already in place via ongoing TV and digital campaigns, Crossmedia gauged that an additional radio campaign would be the most effective driver of awareness and recognition for their regional target audiences.
Results
YouGov BrandIndex’s regional analyses enabled Crossmedia to prove their hypothesis was correct – that by raising heycar’s awareness in regions where the brand was less known, their national awareness would rise concurrently.
Not only that, but the agency were able to do so we were able to do so as intelligently and efficiently as possible, with minimal wastage.
Crossmedia’s activity drove heycar’s brand awareness from 25% to 40% in the target regions of Saxony, Bavaria, Hamburg and MecklenburgVorpommern, as well as achieving heycar’s highest-ever national brand awareness level with a total increase of 60% by the end of the year.
Client testimonial
“We have been using YouGov for several years now to track the development of our brand awareness in Germany. Now we are able to identify and balance regional gaps in our brand awareness, which helps us to achieve our goals in a faster and more efficient way.”
- Claus-Peter Heinrich, Head of Brand Marketing and Brand Experience, heycar
“Together with heycar, we try to implement smart solutions in our daily business and to constantly change perspectives. Due to the long cooperation with YouGou and correspondingly extensive data, we have succeeded in placing a significant lever in brand awareness.”
- Dominik Etscheit, Client Service Director, Crossmedia