Marketing Darwinism: only the strongest ads and brand messages survive.
LRW tagged a portfolio of digital ads prior to their release in the market, then we evaluated brand perceptions in follow-up interviews among those who were exposed and those who were not. Through this process, we were able to identify the channels and ads that reinforced positive perceptions. The research also discovered several ads that were not reinforcing the company’s positioning around its new product offering. As a result, the brand pulled the ads that delivered negative impact, and reallocated that spend to the highest-performing ads.