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.