Confirm the Go-To-Market Campaign

A leading promotional, retail, and shopper marketing agency developed four 360° shopper marketing campaigns for a renowned motor oil client. Multiple variations of each campaign targeting DIY (“do it yourself”) and DIFM (“do it for me”) consumers and professionals were developed and researched for both statistical comparison and in-depth evaluation.

APPROACH
W5 conducted two concurrent research initiatives: Quantitative Concept Testing (online survey) and Qualitative Campaign Evaluation (online discussion) to test and understand reactions to the shopper campaigns and various stimulus (e.g., key visuals, in-store and point-of-sale executions, online ads, etc.). The priority objective was to determine which approaches per campaign were resonant and effective in encouraging consideration of the client’s product. Additionally, W5 sought to identify opportunities for refinement of the campaign approaches.

RESULTS
While research participants perceived all of the proposed advertising approaches positively, W5 was able to identify the winning campaign concepts based on detailed survey results. The approaches identified as most appealing and most likely to encourage action were recommended, representing not only face-value reaction but also potential call-to-action of the campaigns. The insights gained from the in-depth evaluation guided refinement of the approaches and helped the clients understand why some of the new advertising approaches surprisingly outperformed past approaches.