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SPOTLIGHT: ROI EXPLORATION AND MODELING

Every once in a while, we like to share what we’ve been up to, including how our research engagements have helped our clients achieve their business goals and some of the lessons learned. This study highlights W5’s role in assisting a leading vaccine manufacturer maximize its investment into an advertising campaign targeting several audiences.

A vaccine manufacturer’s brand was losing ground to a competitor. In response, the client’s advertising agency initiated a campaign to appeal to both consumers and healthcare professionals. The agency partnered with W5 to quantify the campaign’s success in affecting brand awareness and behavior.

APPROACH

W5 conducted quantitative online surveys with consumers and healthcare professionals. The impact and ROI of the campaign modeled consumer awareness, consumer and professional perceptions of the campaign, relevance and believability of messaging, ability to generate consumer interest and action, and sources of consumer awareness.

RESULTS

The client was able to quantify consumer awareness of the product, brand, and advertising to develop a thorough understanding of the strengths and weaknesses of the consumer campaign. The ROI modeling featured input from the marketing research results and reflected important client data and agency initiatives related to investment levels, spending, and campaign timing.

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