100 Percent More Awareness Through a Boost in Marketing Impact Rather Than Marketing Spend
Civey data is an incredibly important tool for us in understanding how to gain a clear picture of performance within the campaign, especially for long-running campaigns. This allowed us to optimize the campaign in real time.
Our client, Vodafone, is one of Germany’s leading telecommunications companies, with a nationwide customer base of approximately 30 million people. In our study, we analyzed Vodafone’s GigaKombi campaign and identified opportunities to increase brand awareness. As a result, Vodafone was able to double the reach of the GigaKombi campaign while maintaining the same marketing budget.
The Starting Point: Targeting the Marketing Budget Effectively
The telecommunications market is quite saturated. Nearly every consumer has a TV, internet, and mobile phone contract. However, these contracts do not always come from the same provider. And this is exactly where Vodafone’s GigaKombi comes in. Consumers looking to switch are incentivized with savings, more data, and other perks when they sign up for multiple Vodafone services.
The goal of the collaboration between Vodafone and Civey was to increase awareness of the product. What is Vodafone’s GigaKombi? How many people have already heard of the product, and how many actually know what it is? We answered these questions and many more in our study. Using these data-driven insights, Vodafone was able to optimize the GigaKombi campaign in a targeted and efficient manner and double the reach of the advertising campaign while maintaining the same marketing budget.
Our Solution: Long-Term Measurement of Advertising Impact
As part of our campaign measurement, we surveyed the entire German population as well as individuals who had already heard of the GigaKombi. We analyzed the results by demographic characteristics such as gender, by Vodafone users versus non-users, and by region at the county level. Vodafone wanted us to determine, along the funnel, the exact levels of awareness, consideration, and purchase intent over time.
The regional analysis of the data enabled precise targeting of marketing efforts in regions that showed low awareness of the GigaKombi campaign.
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The result: A +29 percent uplift in ad recall driven by depot effects
Our data-driven insights enabled Vodafone to capitalize on depot effects. Through precise monitoring, campaign delivery was strategically reduced as soon as the awareness target was reached. This immediately saved on media spend, while campaign awareness declined only gradually. The campaign was only reactivated once awareness fell below the predefined target. This tactic resulted in a 29 percent uplift in ad recall for the GigaKombi campaign.
By analyzing our real-time data at the channel level, Vodafone gained a very good understanding of which media channels made a significant contribution to the campaign’s success, allowing them to strategically strengthen these channels while immediately discontinuing underperforming ones. The highest uplift of +41 percent was recorded in social media, while radio advertising showed the lowest growth with an uplift of +17 percent.