How CPG brand optimized marketing campaigns with YouGov
Challenge
The brand wanted to monitor marketing campaign effectiveness & brand performance against competitors.
Solution
YouGov BrandIndex and targeted survey questions provided insights into campaign performance.
Business outcome
The brand used these insights to optimize advertising campaigns and enhance their impact.
Business challenge
An American seafood brand wanted to track how its brand was performing against competitors and ensure that its ad campaigns were effectively reaching and influencing the right audiences across specific platforms.
Additionally, with the launch of a new snack line, the brand sought to understand the factors consumers consider when selecting their snacks and to measure the impact of its marketing efforts on the new product line.
Solution
The brand subscribed to YouGov’s flagship daily brand tracking tool, YouGov BrandIndex, which tracks more than 2,000 US brands across 16 key brand health metrics. This real-time sentiment data allowed the brand to continuously gauge how its products were perceived in the marketplace.
To assess the effectiveness of its advertising campaigns and the potential of its new snack line, YouGov runs monthly trigger questions.
These questions targeted consumers who indicated they had seen or heard the brand’s advertisements within the past two weeks, asking where they had encountered the ad (social media, TV, radio, etc.).
The data from these trigger questions provide insights into snack consumption habits, the types of snacks eaten, and reasons for considering purchasing a snack.
Combined with the daily brand tracking data, these insights offered a comprehensive view of brand health, particularly among the snack-focused audiences the brand was targeting.
Business outcomes
Senior leaders at the seafood brand used the detailed monthly reports to guide short and long-term strategic decisions regarding the company’s advertising campaigns and product marketing initiatives.
Insights from the trigger questions are used to determine future messaging and positioning of the brand’s snack line in the marketplace. For example, increased consideration among consumers who prioritize affordability led to new ad messaging highlighting the snack line's value.
Throughout the year, the brand relies on the daily brand tracking data from YouGov BrandIndex to evaluate campaign effectiveness during key periods.
"YouGov’s ability to monitor brand movements on a daily basis is incredibly important to our team and the monthly reporting that their team shares is so helpful due to the depth of the data they supply us with. We have been able to make quick strategic decisions because of the information YouGov provides us with and we look forward to continuing this strong partnership.”