CASE STUDY

Sales grow 10% with marketing mix and media optimization adjustments

Snapshot

SOLUTION AREA

Market & Consumer Measurement

SOLUTION

Marketing Mix and Lift

INDUSTRIES

Food and Beverage

CLIENT

Manufacturer

The Challenge

A food manufacturer wanted to understand the impact of its advertising performance. The brand requested an annual and mid-year marketing mix, complemented by Lift studies, to see campaign performance and make in-flight optimizations.

Insight

Circana found 4.3% in synergies between portfolio mix, using both television and digital contributions to maximize efficiencies. Each half of the year was evaluated so the client could modify its campaign to increase performance. We proved the highest-performing networks were the most effective following the adjustments.

The Results

The client achieved a 1% lift in sales the first half of the year and a 2.3% lift the second half of the year for the campaign. Making further adjustments based on our results, the client adjusted its portfolio mix and grew sales in the first half of the following year. Marketing sales grew over 10% due to changes in media allocation, campaign optimization, and effectiveness despite a decline in spend.