Case study: Dove Nutrium | Agency: Marketing Evolution/Dynamic Logic | Sector: FMCG | Format: Online media, monitoring and evaluation, marketing models and intergration
This was the pioneering landmark study into optimising the media mis and the level of weight internet banners should be given. The award-winning research formed a roadmap for media-neutral planning and quantified how each marketing channel influences the consumer. It revealed how some channels are used to saturation point; while others are barely explired. Minor reductions in frequency or reach of campaign in one media free up budgets that work harder online: same budget, better results.