The situation: New CPG client is running media on social and digital for the first time and needs to answer to higher ups, “Is it working?”

However, there are no historical or category benchmarks and we are in the brand awareness/audience building phase; they understand that we will do retargeting later. They do not want to drive online conversions on their website. We will have some sponsored product advertising (ex. Instacart) later on.

What am I missing??

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It’s your job to figure out what “working”means, and provide the KPIs and results surrounding those objectives. AKA measurement plan.

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Have you considered a brand lift study through something like kantar?

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What’s the campaign objective ? Campaign KPIs ? Measurement Plan ?

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I think they are looking for something fluffy and I’m more of a facts person.

Lots of brands will dismiss brand studies like Kantar and MB since “they only show positive results”…does the brand have a brand tracker that they have already signed off on…if so I would leverage that data (since the vendor and methodology is already brand approved) and try to include some communication questions.

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If there is no baseline, you'll want to set up a naive solution on a small subset to benchmark against

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Are you able to determine what the clients customers are doing today?
Are you able to show initial landing / listening?

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While you establish a baseline, one thing you could do is compare your metrics to the average metrics of a comparable industry

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Not one specific source, unfortunately. It's a lot of googling and then determining if the source appears to be reliable. For a couple of the platforms, you should still be able to track competitor performance, but the metrics typically combine paid and organic results. At the very least, it's something.

Start with their business problem to solve...you may need to be the one telling them what they should leverage digital and social for😅

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Run an ATU or digital brand awareness study with Nielsen or kantar? Not the best but can give you a read into aided unaided awareness and intent to convert.

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