Positively uplifted brand awareness and Purchase intent for the leading mattress brand with a winning strategy during the IPL Season
The Outcome
+9%
uplift for brand awareness and Purchase intent
+6%
for online ad awareness
+5%
Favorability
uplift for brand awareness and Purchase intent
for online ad awareness
Favorability
Wakefit campaign was promoted via 10 secs creative on Disney + Hotstar during the months of of April to May’22 during the Tata IPL which included MidRolls + CTV.
IPL users where then re-targeted on GEC content to build brand recall.
BLS was conducted through Kantar to further measure the brand scores. Two clusters of users were created 1.Exposed cluster who were exposed to the brand campaign 2.Control cluster who were on Hotstar but not exposed to the campaign. An identical survey was floated within these 2 clusters to capture key brand mind measures. The difference in the brand scores between the exposed and control clusters determine the impact of the campaign on the campaign viewers.
In order to have statistically significant results, all KPIs were measured on a sample of ≈300.
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