Improving Edgewell’s marketing effectiveness with an integrated brand-and-media measurement program
Creating a global research program to understand brand equity and media impact
To engage today’s consumers, Edgewell Personal Care had shifted the focus of its marketing strategy towards digital and innovative media activities. The consumer goods company therefore wanted to upgrade its legacy global brand tracking program. It wanted a new program that could also evaluate the impact of its modern-day marketing activities; a program that could provide connected brand and media insights.
To create this global brand-and-media measurement program, Edgewell was looking for an innovative partner and trusted advisor with market-leading expertise in digital measurements.
With its new integrated global measurement program, Edgewell can better understand its brand equity, media effectiveness and creative efficiency while in market. It is using this knowledge to invest in more impactful marketing, and to drive its business forward.
Throughout the course of this project, the client saw us as a true partner. Edgewell is now looking into how we can help further with brand, media and product-related research in the future.
How we got there
To deliver this program, we drew on our agile, client-first service model, our brand and multi-media expertise, and our global capabilities:
- We brought together a team of our global account, solutions and research experts, to interact directly with Edgewell and build a consultative partnership. This approach allowed us to quickly answer Edgewell’s questions, fully understand its needs and move forward efficiently.
- We leveraged our expertise in brand equity, cross-media and digital creative, to develop a connected brand and cross-media effectiveness program, built for today’s marketing realities.
- We used our global network of experts to partner with and understand Edgewell’s business in each of its key regions around the world.
Our program allows Edgewell to understand both the effectiveness of its multi-media marketing efforts and the impact these efforts have on brand equity. Not only can Edgewell see what is happening in market, but it can now also immediately dig into why it is happening; and make short and long-term strategic adjustments accordingly.
Evaluate your brand, media and ads in one integrated program
- Monitor your brand and communications insights in real time, allowing you to make immediate adjustments
- Understand how your marketing activities impact your brand, and drive media spend decisions accordingly
- Easily manage all your analyses in one, consistent research program
- Benefit from an agile consultancy and delivery approach tailored to your company’s needs