Valuable and meaningful insights – This is what Dr. Oetker says about Swiss Ad Impact

For the advertising campaign of the “Casa di Mama” pizza brand, Dr. Oetker booked the Swiss Ad Impact advertising impact study. 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 from the study for follow-up campaigns.

What were your first experiences with Swiss Ad Impact as a customer?

Our first experience with the Swiss Ad Impact study was extremely positive. The analysis of the multi-channel campaign for our “Casa di Mama” pizza brand 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? Which findings were the most interesting?

The study provided very insightful results. Our expectations regarding some KPIs, such as the high Ad Liking in the TV channel, were confirmed. This circumstance underlines the popularity of our humorous TV spot among viewers. Others, 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 there.

Some surprising results were also revealed in the 15-29 age group, particularly with unexpectedly high values for advertising appeal (Relevance & Interest).

It is crucial to interpret the results in the appropriate context. Especially with a low-involvement product such as a frozen pizza, respondents tend 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 yourself?

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

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

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