Brand Media Measurement
Coach’s Wear Your Shine: Brand Media Measurement
Ovative developed a measurement plan for Coach’s brand campaign that validated their media’s impact on incremental revenue and brand health.
Opportunity
In their ongoing effort to elevate brand media and acquire new Gen Z customers, Coach developed a cross-channel campaign highlighting its Shine collection.
The brand partnered with Ovative’s measurement experts to validate its brand media investment and its impact on incremental revenue and brand health. Using key components of Enterprise Marketing Return (EMR), such as incrementality and future customer value, Ovative’s measurement strategy quantified the campaign’s long-term impact.
Impact
- Coach’s Shine brand media drove a +5-point lift in overall purchase intent and a +10-point lift for their target Gen Z female audience
- The campaign’s brand media drove a +3% revenue lift
- Demonstrated that more than 50% of brand media’s impact on revenue occurs after media is in market
Approach
Ovative developed a two-fold measurement plan for Coach’s brand campaign, including:
- A digital, cross-channel brand lift study with third-party partner DISQO to assess the purchase intent lift of consumers exposed to brand media
- A geography-based, cross-channel revenue incrementality test to assess brand media’s immediate and future impact on revenue
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