Challenge
Dulux wanted tangible evidence to guide their future media strategy decisions. Above all they wanted to understand how the marketing channels played against each other in the marketing mix, with a special focus on TV, which they believed was not driving enough impact.
The brand aimed to embed learnings globally from testing in selected markets, creating the need for a carefully tailored, innovative approach.
Approach
To address the client’s needs, we designed and implemented a first-of-its-kind LIFT ROI solution that could not only show the effectiveness of their marketing mix but also leverage marketing mix modelling (MMM) results from four markets to intelligently simulate for fifteen other markets globally.
This was achieved using a complex data dimensionality reduction, triangulation and interpolation technique which enabled simulations and optimisations against multiple KPIs across markets to be ran.
Insight
Our simulator showed that an additional £3.3m in revenue could be achieved if Dulux were to make simple changes to how it spread its media investment across channels. We also proved that a longer and more effective TV flighting period would drive almost £2m more in revenue, increasing their TV marketing ROI by 30%.
Impact
The learnings were adopted by Dulux's media agency, in particular for their future TV strategy, and the recommended changes were applied to brand's media strategies globally.