Monitor Brand Health and Awareness

A prominent Midwestern energy company developed a new campaign to promote services and build a stronger positive brand image in the communities it serves.

The company and advertising agency engaged W5 to assess and track customer awareness of the campaign and resonance of creative executions.

APPROACH

W5 developed a custom, quarterly advertising awareness and perceptions survey of tracking research to gauge campaign reach and influence. In addition to assessing customer awareness in specific Midwestern/Western cities, W5 explored the advertising’s impact on brand image and evaluated specific aspects of the creative executions. Between waves of tracking in primary markets, W5 fielded a pulse survey in additional small markets of particular interest, where checking public brand image was strategically important.

RESULTS

The research established a clear and statistically reliable channel of insights on the reach and efficacy of the advertising campaign. W5 tracked brand health over five waves of research, spanning 2-3 years of market, industry, and societal change (including research in 2020).

The client and agency gained valuable strategies direction into the themes, messages, and tones to present in advertising to customers and prospects in relevant markets.