You are on the global GfK website. Visit our local website for more offerings and information in your country.

How Vodafone UK uses GfK's brand tracking to resonate more strongly with consumers in the next stage of their brand reinvention

Vodafone

np_industry_1777249_000000 1

Telecommunications

Facts & Figures

multiple-users-2 1

Reach

21 operating countries + 49 partner markets

np_industry_1777249_000000 1

Revenue

€43.8bn total (FY21)

Solutions used

Vodafone-GfK-success-story-image-1-1000

When we saw the KPIs on our advertising campaign start to fall, we needed to quickly understand what was happening. The campaign had been extremely successful for two years and driven a turnaround in brand perceptions. GfK’s insights and data analysis helped diagnose the cause, pinpointing what needed to be fixed. At the same time, we were reviewing our brand positioning, and the feedback became part of a much wider review

Kirsten Kuhnert

Senior Manager Insights, Vodafone

Brand tracking to evaluate ad campaigns

Like many brand trackers, Vodafone’s KPIs are monitored closely in the company to monitor brand health and identify how marketing could be improved. For two years, a flagship TV advertising campaign had been performing well. Campaign research showed that the ads were likeable and cutting through strongly, while brand tracking showed an uplift in brand consideration and a reversal of some negative brand perceptions. This was a considerable achievement in a highly competitive market.

However, when results suggested that the campaign was flatlining, it was time to take a deeper dive and discover the root causes. Consideration had plateaued, and brand perceptions weren’t yet where Vodafone aspired to be. In a nutshell, the campaign seemed to have taken the brand as far as it could.

Vodafone-GfK-success-story-image-2-1000

GfK’s analysis gave us a robust and reliable evaluation of how to resonate more strongly with consumers in the next stage of our brand reinvention. It subsequently became core to a brand repositioning initiative to make it more energetic, upbeat and modern.

Kirsten Kuhnert

Senior Manager Insights, Vodafone

Analyze, identify, correct

GfK’s brand experts and marketing science team analyzed the KPIs in intensive detail, viewing the creatives and pinpointing the moments where the messaging was lost. This detailed evaluation isolated the elements that had resonated with viewers, and where the campaign had lost its way. It meant the brand could decode their creative and adjust as needed.

Findings ultimately fed into a more fundamental structural review of the brand positioning and how to differentiate it. This collaborative process involved GfK’s team working closely with Vodafone and their advertising agency to diagnose the problem. Together they identified a plan to move forward and, ultimately, to develop a new creative vehicle for Vodafone’s brand communications.

A strong relationship

Vodafone has worked with GfK for seven years, developing a strong relationship during that time, not just with the brand but with their agency network too. Vodafone values GfK’s operational excellent and industry expertise. GfK works on a range of projects including brand tracking, marketing effectiveness and market share measurement. This close collaboration has developed into a true partnership.

Download the success story as pdf


Related products

Related Insights

  • 08.09.2021

    Success Story GfK Brand Insights Vodafone Blog

    How brands can embrace the phygital reality trend

    VR, AR, and other emerging tech can bring products to life -- or fail spectacularly. Learn to make the most of "phygital" marketing.

  • 03.08.2022

    Success Story GfK Brand Insights Vodafone Blog

    Why lost shoppers are choosing your competitor, and how to win them ...

    Identify your lost shoppers, understand their motivators and learn how to win them back. Read our blog.

  • 28.07.2022

    Success Story GfK Brand Insights Vodafone News

    Map of the Month: Retail share of private consumption, Europe 2021

    GfK’s Map of the Month for July shows the retail share of private consumption in 31 European countries in 2021.

View all Insights