Our team was entrusted with two key tasks: arranging the strategic planning and acquisition of ATL TV media during a test phase spanning from August to October 2022, and conducting a comprehensive analysis of how the campaign influenced sales, using econometrics techniques.
The choice of TV as the primary medium was driven by its ability to swiftly and cost-effectively extend allbeauty’s reach among its target audience. To measure the direct impact of TV advertising on sales, we implemented on-site Adalyser tracking, enabling the attribution of sales to TV activity within a specific post-exposure timeframe.
We also gathered historical data concerning the performance of individual products within allbeauty’s product catalogue, including metrics such as average sales and revenue. This meticulous data compilation laid the groundwork for our analysis. It enabled us to curate a selection of products deemed most likely to benefit from exposure to a broader mass market audience through TV advertising. These chosen products were strategically featured in the TV campaign.
Upon the launch of the TV campaign, we examined the impact on sales for both the featured products and those not included in the TV campaign, nor promoted via other media channels during that period. All other factors were as controlled as we could make them (flat PPC and Paid Social campaigns etc). This holistic approach allowed us to gain valuable insights into the TV campaign’s effectiveness and its influence on allbeauty’s overall sales performance.