FMCG brand – which creative works best?


An FMCG brand had several creative vehicles and wanted to know which ones were working best. They also had a big Masterbrand campaign and there was pressure to cut this since its impact was little understood.

  • Going back 3 years build models of weekly volume, incorporating all the sales data, pricing, media, etc.
  • Carefully analyse media impacts by creative and channel to understand responsiveness and efficiency
  • Masterbrand creative roll-out and seasonally aware laydown, amongst other factors, identified to increase profit and improve ROI
  • Additional profit available from media in the long-term



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