Building and measuring online brand awareness
Background
Before 2007, Cornhill Direct (part of the Allianz UK Group) had previously done very little promotion online, and relied heavily on offline activity such as direct mail and print advertising to grow its business.
Recognising the fact that more and more of its potential customers were buying general insurance online, Cornhill appointed TBG London to manage and guide the transition of its brand into the digital space.
Goal
To generate increased awareness of the Cornhill brand amongst its core target market of 40-70 year olds in the UK.
Solution
Before embarking on any creative development or placement selection, TBG used profiling tools such as MOSAIC and ComScore to gain a deeper understanding of Cornhill’s target market. This analysis helped TBG understand which websites these people use, how long they browse for and what type of media and creative messaging they absorb best.
As a result, simple video display executions were used to deliver a clean, succinct message to the audience that focused around the security, protection and unquestioned quality of Cornhill’s home and motor products (both rated ‘Five Star’ by the independent assessment company Defaqto) .
Media placements were carefully selected to make sure targets were reached as effectively and efficiently as possible. These ranged from niche car sites such as Top Gear and Parkers to generalist portals Tiscali and MSN which were demographically targeted to the 40-70 year old age group. Newspaper sites The Times, FT.com and GM.TV were also selected as well as consumer comparison sites, specifically targeted to financial channels.
TBG also worked closely with Cornhill’s internal development team to ensure landing pages were optimised for conversions.
Results
TBG recommended the use of market leading online advertising tracking company, Dynamic Logic, to measure the uplift in awareness and imagery amongst the target audience. Over the course of the campaign, aided brand awareness increased directionally by 5% and showed that not only had brand awareness increased significantly amongst the core target audience, but imagery and predisposition towards the Cornhill brand had also moved positively.
Loading ...
Subscribe to RSS
