OTT & A Cup of Joe

A global coffee retailer, despite having nearly 100% brand awareness, was struggling to prove the value of its advertising. The challenge was to demonstrate the effectiveness of its advertising campaign on a top streaming platform, particularly on Over-The-Top (OTT) media, which has been notoriously difficult to measure. The campaign aimed to achieve objectives across a variety of attitudinal and behavioral Key Performance Indicators (KPIs), including ad awareness, message association, brand favorability, positive brand perceptions, likelihood of purchase, retailer site visits, competitor site visits, category site visits, branded search activity, competitive search activity, and category search activity. The streaming platform and the coffee retailer needed a neutral measurement partner who could deploy survey- and behavior-based research on the campaign to provide a complete view of impact on the metrics that mattered most to the client.

The customer in this case study is a global coffee retailer. The brand is a household name with nearly 100% awareness, making it a well-established player in the market. Despite its strong brand recognition, the company was facing challenges in demonstrating the value of its advertising efforts, particularly on OTT platforms. The company was looking to measure the impact of its advertising campaign on a variety of attitudinal and behavioral KPIs, with the ultimate goal of driving sales and return on investment.