Case Study - Brands - Sponsorship Evaluation
Campaign Effectiveness Studies
Our Challenge
Bendigo Bank sought to understand the impact of an extensive advertising campaign over a two-year period
Bendigo Bank commissioned an extensive advertising campaign within the Nine media ecosystem, encompassing linear TV, Broadcast Video on Demand (BVOD), and Nine’s digital publications. Due to the significant and ongoing nature of the campaign, Bendigo Bank sought to understand its impact over a two-year period. Specifically, the bank aimed to assess the brand impact on an exposed audience and compare it to a control non-exposed audience. The key metrics of interest included awareness, consideration, and engagement.
Our Solution
Gemba conducted a longitudinal campaign effectiveness study for Bendigo Bank
Gemba conducted a longitudinal campaign effectiveness study for Bendigo Bank, analysing the impact of campaign exposure across several audiences, including Nine TV viewers, Nine BVOD viewers, and Nine digital users. The results were compared to a control audience that had no exposure to Nine’s media channels. Research was conducted monthly, with quarterly reports and a comprehensive end-of-year report providing insights into the campaign’s annual performance.
Bendigo Bank’s creative content was evaluated throughout the campaign period, offering insights into the effectiveness of the creatives used. The study assessed campaign performance against key objectives, revealing consistent growth in brand consideration among the exposed audience over the campaign period. The reporting highlighted the impact across different Nine audiences, showing incremental gains, particularly among the more engaged BVOD and digital groups.
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Working With Global Brands
Other Case Studies for Brands
Other Case Studies for Brands
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