Case Study: How i-Genie.ai Helped a Leading Toy Brand Measure Campaign Impact in Real Time
By i-Genie.ai
- case study
- Brand Research
- Social Media Listening/Intelligence
- Ratings & Reviews
- Data Analytics
- Data Connectivity
- Dashboards
- Artificial Intelligence
- Advertising/Campaign Effectiveness
- Campaign Measurement
A leading toy brand was experiencing declining sales. It launched a large-scale TV and digital campaign to reverse the trend and boost both sales and brand equity. Measuring the impact on sales was straightforward. Measuring the campaign’s effect on brand equity in a timely way was not. Traditional approaches could take up to six months to deliver results. This made it impossible to act on insights while the campaign was still live.
The toy brand subscribed to Brand Pulse, an AI-powered brand equity monitoring tool from i-Genie.ai. It used social and review data to measure brand equity across seven key pillars. These included drivers such as Price, Superiority, Trust, Loyalty, Advocacy, and Affinity. Brand Pulse provided near real-time measurement. This allowed the team to quantify the campaign’s impact on individual equity drivers and identify which messages were performing best.
Brand Pulse measured a 33% increase in brand equity score, rising from 43 before the campaign to 57 afterwards. The biggest gains were recorded in Advocacy and Affinity. The brand equity score also showed a 0.75 correlation with market share four months later, suggesting it can help predict future commercial performance. With faster access to driver-level insights, the team updated its creative and media spend during the live campaign to reinforce the most impactful messages.
Read the full version of this case study on the i-Genie.ai website here.
