Case Study
Bank Image Campaign Evaluation
Evaluating the effectiveness of advertising campaigns is crucial for banks to understand their impact on brand perception and customer engagement. This case study examines a bank image campaign, focusing on key performance indicators (KPIs) such as recall, branding, likeability, creative evaluation, and emotional engagement. The insights gathered help in assessing the campaign’s success and identifying areas for improvement.
Objective of the Study
The primary objective of this study is to understand the impact of the bank’s image campaign on relevant KPIs, including recall, branding, likeability, creative evaluation, and emotional engagement. Additionally, the study aims to check the campaign’s delivered message in relation to the detailed open questions about the story, message, and addressability (both spontaneous and aided).
Methodology
METHODOLOGY:
- The study employs a quantitative approach using Computer-Assisted Web Interviews (CAWI) to collect data. This method ensures comprehensive and reliable insights into the campaign’s effectiveness.
TARGET DETAILS:
- Participants are males and females aged 25-50 years old from urban areas, with medium to high education levels. This demographic provides a representative sample of the target audience for the bank’s campaign.
LOI:
- 20 minutes
MAIN RESULTS
Ad Recall and Association: The study examined whether people recall seeing the ad and how vivid the advert is in their minds. It also explored which bank they associate with the ad, providing insights into brand recall and recognition.
Campaign Channels: The research identified the channels through which people experienced the campaign, helping to understand the most effective mediums for reaching the target audience.
Ad Likeability and Engagement: The study assessed whether people like the ad, their engagement with the creative concept, and the extent to which the ad generates emotional involvement. These insights are crucial for understanding the ad’s impact on viewer sentiment and engagement.
KEY TAKE-AWAY
- Reach and Performance Analysis: Detailed information about the reach of the ad and a deep-dive analysis of its performance, helping to understand how well the campaign resonated with the target audience.
- Impact of Repeated Exposure: Insights into how repeated ad exposure generates a significant impact on brand personality and leads to slight improvements in brand image. This highlights the importance of consistent and repeated messaging in advertising.
