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How to deliver multi-channel branding that exceeds awareness benchmarks

Merkle helped a sports retailer amplify their newly repositioned brand with a multi-channel integrated campaign that reached over 6.9m UK sports enthusiasts and lifted brand awareness levels amongst their target audience by up to 4 absolute percentage points and a relative 35%, performing above benchmarks across all channels.

The business goal was two-pronged; reach as many potential customers as possible but also increase awareness levels on top of just reach and exposure. We knew that video would be the best format for this and our audience understanding tools revealed that Meta, YouTube and some premium publishers to be  optimum channels for us to achieve our objective amongst the target audience. We set budgets that would both penetrate a large portion of the audience and meet brand-lift study thresholds across all media partners. Using a story-led sequencing strategy across multiple creatives and high-impact formats in each channel we achieved awareness up-lifts that beat channel benchmarks across the board.

As a recession looms brands should really be considering maintaining or even increasing their brand-building activity. Viewing growth in the long-term and avoiding resorting to strict short-termism will deliver rewards in the long-run. Brands often cut brand budgets in recessionary periods, so it’s a golden opportunity to gain ground as your competitors cut their spend and share of voice. Brands need to also consider that although their product remains the same, audience behaviours and mindsets are changing due to the recession and they should consider repositioning their comms to reflect this.