Approach
We first determined our analysis would look to understand shopper media performance across different ‘product types’ including supporting both ‘large’ and ‘small’ established brands, true innovation, range extensions and brand relaunch initiatives.
From here, we agreed with the client priority KPIs for each type of campaign and ensured all recommendations laddered back to media performance against these KPIs. To complete this project, Lobster embarked on a large-scale research initiative collating and analysing 400+ Ambient Grocery and 2000+ Grocery evaluations.
KPIs reviewed included: ROI, % uplift, £ uplift/store, impressions, UPM (uplift-per-mille impressions) and CPM (cost-per-mille impressions).
