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Year

In which year was the case study submitted?
80s
- 1980
- 1982
- 1984
- 1986
- 1988
90s
- 1990
- 1992
- 1994
- 1995
- 1996
- 1997
- 1998
- 1999
00s
- 2000
- 2001
- 2002
- 2003
- 2004
- 2005
- 2006
- 2007
- 2008
- 2009
10s
- 2010
Clear Selection
Market/product category

Question: What is the 'category' (i.e. the product sector against which market share is measured in your evaluation)? If more than one, the one that is most relevant to the future of the brand.
- Agriculture/Livestock/Fisheries
- Automotive
- Baby goods
- Business & Industrial
- Charities
- Clothing & Accessories
- Cosmetics & Toiletries
- Disposable Paper Products
- DIY goods/Home improvements
- Domestic appliances
- Drink
- Education
- Electrical goods
- Employment
- Entertainment & Leisure
- Financial Services
- Food
- Footwear
- Fuel
- Gardening products
- Government Departments
- Health & Social Services
- Heating/cooling appliances
- Household
- Media
- Office Equipment
- Petcare
- Pharmaceuticals
- Photographic
- Property
- Retail
- Sponsorship
- Telecoms
- Tobacco goods
- Travel & Transport
- Utilities
- Clear Selection
Market status

Question: Independant of the product life-stage, what growth was the category experiencing at the time of the case study?
- High
- Medium
- Low
- Stagnant
- Decline
- N/A / Other
- Clear Selection

Business objectives

Marketing strategy

Question: Which marketing strategies did you adopt in order to meet/achieve the business objectives?
- Brand launch
- Total re-launch
- Change of media
- Resumption
- Change of copy
- Repositioning
- Other
- Clear selection
Market Position

Question: Prior to the campaign, what was implied by the brand's market share?
- Niche
- Small
- Strong
- Leader
- N/A - Other
- Clear selection
Price position

Question: Which pricing categories does the brand fall in to?
- Value
- Midmarket
- Premium
- Super premium
- Unpriced - not traded
- N/A - other
- Clear selection
Marketing communications budget

Question: What was the total marketing budget for the campaign?
All budgets have been normalised to year 2000 values.
- Up to £1m
- £1.01m - £2.5m
- £2.51m - £5m
- £5.01m - £10m
- £10.01m - £15m
- £15.01m - £20m
- £20.01m - £30m
- £30.01m - £40m
- £40.01m - £50m
- £50.01m - £60m
- £60.01m - £70m
- £70.01m - £80m
- £80.01m - £90m
- £90.01m - £100m
- Over 100m
- Clear selection
Share of voice

Question: What was the approximate % share of total communications expenditure per channel over the evaluation period?
- 5% or less
- 11% to 20%
- 21% to 30%
- 31% to 40%
- 41% to 50%
- 51% to 60%
- 61% to 70%
- 71% to 80%
- 81% to 90%
- 91% to 100%
- Clear selection
Marketing communications model

Question: Which models of marking communications best describe the way in which the campaign proved effective?
- Information
- Emotions
- Brand awareness
- Brand 'fame'
- Reinforced behaviour
- Persuasion
- Other
- Clear selection

Communications strategy

Channels
Question: Which communications channels were used during the campaign?
- Ambient from 2007
- Viral from 2007
- Other interactive from 2007
- Search from 2008
- TV
- Radio
- Press
- Ambient
- Other outdoor/poster
- Cinema
- Internet
- Viral
- Search
- Other interactive
- SMS
- Direct marketing
- Sales promotion
- Sponsorship
- PR
- Couponing
- Other
- Clear selection
Creative style

Question: For screen-based campaigns e.g. tv, cinema, mobile, digita, which of these specific styles did the creative executions make use of?
Musical from 2006
- Live action
- Animation
- Celebrity
- Humourous
- Product demo
- Musical
- Testimonial
- Sexy
- Slice of life
- Clear selection

Advertising effects

Business effects

Award winners

Only show cases which won an award

Only winners

988 of 988 (100%) of case studies found

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	Primary	Secondary
Sales volume gain
Sales value gain
Market share gain
Profit gain
Defend market share
Reduction of price sensitivity
Customer retention
Customer acquisition
Change attitudes
Other
Clear selection

	Primary	Secondary
Brand awareness
Brand differentiation
Brand values
Brand 'fame'
Brand quality
Brand commitment
Brand trust
Influence behaviour
Other
Clear selection

	Very Large	Large	Small
Brand awareness
Brand differentiation
Brand values
Brand 'fame'
Brand quality
Brand commitement
Brand trust
Influence behaviour
Other
Clear selection

	Very Large	Large	Small
Sales value gain
Sales volume gain
Market share gain
Defend market share
Reduce price sensitivity
Customer retention
Customer aquisition
Profit gain
Change in attitudes
Other
Clear selection