Understanding the true impact of sponsoring a global sporting event

Issue:

A leading FMCG brand was looking for a cost effective, in-the-moment way of evaluating their global sporting event sponsorship activity, so they could understand how their multi-tiered campaign was performing.

What we did:

We used the Ipsos Mobile brand awareness diary to understand how each sponsorship touchpoint contributed to brand ‘experiences’, comparing response to the multi-tiered campaign in London vs. the broader approach in the rest of the UK.

Key insight:

Response to the campaign was measured in terms of emotional engagement, persuasion and brand perceptions (vs. competitors).

Impact:

The client was able to understand how different elements of the activity was supporting their brand positioning and how to make their campaigns more granular and targeted, changing and refining their activity in subsequent events.

Approach:

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