DMC Brand Awareness Case Studies

ICA Case Study



Client: ICA, one of Sweden's largest supermarket

Objective: Drive sales and build loyalty

Campaign: Client microsite linked from banner campaign

Agency: Abel and Baker

How it worked: In order to drive sales, ICA include regular cooking shows and monthly food campaigns while, in order to build loyalty, it introduced a loyalty card, recipe search and kids section.

ICA learned that it could garner information on its customer base through useful features on the microsite. These included games, printable jamjar labels and a recipe search where users were given meal ideas after entering a list of food products they had in their fridge.

In addition to gaining information on its customer base, ICA fed back customer's ideas and suggestions for new foods and products. ICA believes the campaign was also successful in driving purchase because the site discovered what customers wanted to buy.

It also believes the campaign itself drove customers' purchasing behaviour in-store, based on features from the website such as the cooking shows and recipe suggestions.

Physique and iVillage Case Study



Client: Physique

Objective: Build brand awareness among the 18-34 age group with a banner campaign

Campaign: Banners across iVillage network

How it worked: The aim of this case study was to prove that banners can work for branding and not just click-through. For this campaign, Physique and iVillage adoped brand measurement firm Dynamic Logic's five golden rules of online advertising.

These are:

- Include logos on all panels

- Reduce banner clutter

- Include human face on banners where appropriate

- Don't use frequency caps when building brand awareness

- Larger creative works better

Two different creatives were used: one with a "human face" and both asking questions to the user about changing their hair colour or style. In all categories - from message recall, brand awareness and message association, there was a lift among the targeted age group.

Both partners learned from this campaign that frequency builds stronger brand awareness and that you should not cap how many times a user sees a banner if you want to achieve a lift in any of these categories. This goes against the direct response method which finds that users are less likely to click after the first exposure.

Physique campaign frequency for brand awareness:

Exposed 4 + times = 95%

Exposed 1-3 times = 85%

Control = 81%

Conclusion: The campaign resulted in higher than average recall and interest as well as lifts in message recall, brand awareness and message association. It claimed its desired 18-34 years target audience was most impacted by creative.