CASE STUDY

Global Electronics Brand Plugs into Evidence-Driven Media Planning for Greater ROI

Snapshot

SOLUTION AREA

Marketing

SOLUTION

Marketing Mix

INDUSTRIES

Consumer Electronics

CLIENT

Manufacturer

Challenge: Building Long-Term Brand Equity in a Competitive Retail Environment

A leading global electronics brand selling headphones and speakers across in-store and online channels needed to grow revenue with limited budgets in a highly competitive environment. The brand wanted clarity on the drivers of both sales and long-term brand equity, while understanding how those levers differed across online platforms, such as JD and Tmall compared to offline retail stores.

Insight: Identifying Incremental Growth Across Media Channels with Short & Long Term Models

We developed a two-stage modeling approach that separated short-term sales drivers from long-term brand equity growth. Discounts were shown to generate stronger lifts online than offline, but they also weakened brand equity over time. Media channels were measured for their specific contributions across platforms and campaign types. Store count and store grouping effects were analyzed to identify where incremental growth was most likely. The results gave the client clear visibility into which tactics generated immediate impact and which fueled sustainable brand strength.

Results: Data-Driven Media Planning Led to a 25% Improvement in Long-Term ROI

The brand achieved a 25% improvement in long-term ROI by reallocating 8% of budget from low-impact campaigns to higher-performing investments. Media planning became a disciplined, evidence-driven process, with insights incorporated into every six-month planning cycle. The company strengthened its ability to compete by investing in strategies that grew both sales today and loyalty for the future.