MERCADEO Versión en español
Jeep Exceeds Benchmarks and Increases Brand Recognition by 64%
Manuela Walfenzao| 20 de agosto de 2018
Jeep Teads
Teads, the global media platform, and Jeep, the leading brand in sales of SUVs in Brazil, have worked together with the aim of repositioning the Jeep Compass model and increasing the association of the product brand with the concept “Find your nature” inside of the of video outstream environment. The campaign, which was executed with the agencies Blinks and F.Biz, merged the use of the Creative Lab tools, the Teads Studio creative platform and the brand lift research carried out by Nielsen. “We planned the different stages of the campaign in a well-structured way, combining the Nielsen experience with the Creative Lab and Teads Studio tools, which has given us a much broader understanding of how to maximize the results of the outstream format” says Dênis Onishi, Average of the FCA group. “This set of efforts has given us the complete solution we needed. In a first scenario, we can understand how our audience understands and reacts to the brand and, starting from there, we continue with the optimization of the creatives through the Teads Studio.” With Nielsen’s brand lift research and using the group methodology exposed to the control group, the audience answered three questions that measured different attributes. The first question was focused on the understanding with what brand the audience associated the phrase “find their nature,” while the second and third questions sought information on the extent to which the public knew and had already been exposed to the Jeep Compass campaign. The Brand lif of 64% obtained in the first question ratified that the audience absorbs the message much better when it is impacted within the editorial environment. This result was quite expressive compared to the 6.9% of Nielsen message association benchmark.
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