Valuable and meaningful insights - What Dr. Oetker says about Swiss Ad Impact

Dr. Oetker booked the Swiss Ad Impact advertising study for the "Casa di Mama" pizza brand's advertising campaign. KPIs such as ad liking, ad recognition etc. were measured on the online, TV and social media channels. The figures are available in the case video. Walentina Mejenina, Media & Communications Manager at Dr. Oetker, explains how Dr. Oetker can use the results of the study for follow-up campaigns.

What was your first experience with Swiss Ad Impact as a client?

Our first experience with the Swiss Ad Impact study was extremely positive. The analysis of the multi-channel campaign for our pizza brand "Casa di Mama" provided us with valuable and meaningful insights. These helped us to develop concrete optimization strategies for the follow-up campaign. The added value was clearly recognizable overall.

How do you rate the results of the campaign? What were the most interesting findings?

The study delivered very revealing results. Our expectations regarding some KPIs, such as the high ad liking on the TV channel, were confirmed. This underscores the popularity of our humorous TV ad with viewers. Others, however, such as the lower value for ad liking on social media, surprised us. However, we were immediately able to identify a need for optimization in the creatives used.

In the 15-29 age group, some surprising results were also revealed, particularly with unexpectedly high values for ad attraction (relevance & interest).

It is crucial to interpret the results in the appropriate context. Particularly for a low-involvement product such as a frozen pizza, respondents tended to indicate a higher purchase intention. This could be different for products with more complex purchasing decision processes.

To what extent were you able to use the findings from the study for your own purposes?

For the follow-up campaign, we adjusted the channel mix and the creative design in particular. This enabled us to use our budget more effectively and increase the campaign performance at the same time.

How did the whole setup with Swiss Ad Impact go from your point of view?

Setting up the study was straightforward. We were able to implement it quickly and once again benefited from the excellent service orientation of our contact person at Goldbach.