PRE-LAUNCH TV ADVERTISING STUDY FOR A LEADING HEALTH AND NUTRIONAL BRAND

Client is a leading brand in the nutritional supplement market, renowned for its range of products designed to support overall health and well-being. Client offers a variety of shakes and powders enriched with essential vitamins, minerals, and protein. With a focus on providing balanced nutrition, their products are trusted by consumers worldwide to help meet dietary needs, especially for individuals with specific health concerns or nutritional deficiencies.

PROBLEM STATEMENT :

  • The client developed two TV commercials promoting the role of its protein powder. The client wanted to choose the best TV commercials among them and communicate the campaign's idea and message in order to maximize its impact.
  • Our focus areas of research were:
    • To evaluate the effectiveness of television commercials.
    • To analyze if the viewers were able to recall the brand and the message.
    • To measure if the advertisement was able to motivate key actions to consider.

OUR RESEARCH APPROACH

Conversations and consultations aimed at end-users by showing the ads creatives and gaining insights on the following:

Our experts primarily assessed category dynamics based on:

Evaluated TV Commercials:

  • The best ad they liked, which had the highest impact, and viewpoints on each.
  • Evaluated the key parameters for campaign impact against brand key performance indicators.
  • Captured and rated their reaction to each tv commercial.
  • Measured the commercial potential in terms of its brand and message clarity, whole commercial presentation, and after reactions.
  • Brand Awareness
  • Sources of Awareness
  • Brand Imagery
  • Usage Behavior
  • Brand Consideration
  • Reasons For Preference
  • Overall likeability of the Commercial
  • Relevance of the Commercial
  • Brand Recall
  • Ease of understanding
  • Key message/ slogan recall
  • Uniqueness

Selecting the best one out of two advertisements.

Assess whether these ads conveyed the message efficiently.

KEY TAKEAWAYS OF THE RESEARCH

Key insights were highlighted which assisted in

Helped the client in identifying the strengths and weaknesses of the commercials.

Identified opportunities for improving the effectiveness of the campaign.


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