A new flavour, no baseline,
and brand measurement on a CPG budget.
A launch with nothing to compare against.
Fisherman's Friend needed to know what their Spearmint launch actually did, through YouTube TrueView video campaigns.
No prior Brand Lift data existed for the product line, so there was no baseline. The brief asked for two things that usually sit in different budgets: campaign measurement, and audience insight good enough to plan the next activation from.
Surveys running during the campaign, not after.
We ran YouTube TrueView video paired with Brand Lift Surveys from the start, so creative effectiveness and targeting impact were being measured while there was still budget left to act on the answer.
Survey data was used mid-campaign to adjust targeting and move budget towards the highest-performing audience segments, and the results fed directly into subsequent campaign planning rather than into a closing report.
The Spearmint launch sits inside an eight-year relationship, and the wider plan runs on online video, seasonal peaks and a year-round presence rather than one flight. Two tests from it are worth naming: weather targeting on social, so the message met people in the conditions they were actually in, and dynamic creative optimisation running the flavours against each other instead of assuming which one would win.
Reach, and a lift you can point at.
Documented in the YouTube and Brand Lift business case.
Brand measurement without a TV budget.
The first YouTube TrueView Brand Lift activation we ran for a CPG product launch, and proof that brand measurement does not require a TV budget. The survey ran mid-flight, so it changed the campaign it was measuring.
“The entire project was perfectly supervised and managed by the agency while keeping to the costs and maintaining a high degree of flexibility.”
