Wear Your Shine:
Brand Media Measurement
In an effort to elevate its brand media, Coach developed a cross-channel campaign highlighting its Shine collection. Coach partnered with Ovative‘ measurement experts to validate its brand media investment and its impact on incremental revenue and brand health.
+50%
Demonstrated that more than 50% of brand media’s impact on revenue occurs after media is in market
APPROACH
Measuring brand impact with precision
Ovative developed a two-prong measurement plan, including a brand lift study with DISQO to assess the impact of brand media on purchase intent and a geography-based incrementality test to measure brand media’s immediate and future revenue impact.
IMPACT
Proven brand media impact
Ovative validated the impact of Coach’s brand media investment on its incremental revenue and brand health.
+10 pt
Gen Z female audience purchase intent lift
Demonstrated that over 50% of brand media’s impact on revenue occurs post-launch
+5 pt
Lift in overall purchase intent
