Case Studies
Dove
Contribution of Sponsored Events
Dove is a global, premium consumer packaged goods brand owned by the Unilever Company. As part of Dove’s expansion into the hand and body lotion category, ProRelevant evaluated the contribution of a special to an event on Oprah on product awareness.
We built a MarketSim model of the category providing strategic and tactical analysis of their launch. We determined the contribution from the Oprah segment its medium-term impact on awareness, as well as its impact on sales.
Aflac
Insertion into the Super Bowl
Aflac is an instantly recognizable brand through the use of their iconic duck commercials. The company was offered a slot in the pre-game show of the Super Bowl and they needed to know whether the insertion would generate the desired ROI. ProRelevant implemented its MarketSim agent-based modeling solution to provide strategic and tactical marketing decision support. The model showed the ROI for the Super Bowl Ad due to short term sales and longer term sales associated with increased brand awareness.
Lycra Stretch Fiber
Measure Media for an Ingredient Brand
There’s nothing more challenging than measuring the marketing impact for an ingredient brand. Lycra provides stretch fiber for stretch jeans and needed to know whether its consumer advertising would improve sales of jeans containing this premium fiber.
ProRelevant developed a B2B2B2B2C model along with consumer brand tracking to measure the impact of Lycra’s consumer advertising on sales. We tested the consumer-focused media in China and the United States. We determined that the media raised sales of the jeans significantly
Museum of the Bible
Marketing Dashboard
The Museum of the Bible is a premiere museum of the most popular selling book in the world. Museum of the Bible needed to make certain that every marketing dollar was properly invested in achieving their stated mission.
ProRelevant built a Marketing Machine Dashboard to capture and visualize the Museum’s consumer and marketing data in order to provide highly actionable and valuable insights to guide their marketing activities as customers progress through their sales funnel.
Aflac
My Special Duck Campaign
With ProRelevant’s MarketSim technology, we determined that the most important brand imagery attribute for Aflac was corporate social responsibility. As a result, the company developed a robotic comfort duck for children with cancer. Through this program the company was able to help victims of childhood cancer, enhance its CSR initiatives, and improve its brand image among millennials. The robotic duck won industry awards for corporate social responsibility.
Financial Services
Building a Marketing Machine
A Fortune 500 company was spinning off one of their key product units under a new brand. The company needed to know if their current marketing tactics were working, and how they could improve their strategic and tactical marketing. The CMO wanted to prove that marketing had a material impact on sales.
ProRelevant built a Marketing Machine where the brand tracked media investments and measured success as the brand launched. The company continues to use this model improve their marketing machine over 4 years after the brand launch. They continue to see sales growth and exceed category growth rates with the help of their marketing machine.
