cat casestudies

 

KXAN - Mercedes Benz

CHALLENGE Mercedes Benz of Austin was battling with a reputation crisis. The dealership had been getting some negative reviews about being off-putting and stuck up. Their goal was to brand themselves as a local, welcoming dealership.

PROCESS After meeting with them, our creative director came up with concepts to showcase iconic Austin things (Food Trucks, Willie Nelson, Dogs, and Tacos) to show the Austin audience they are from Austin and are just like them. After completion of the four spots, we wanted feedback from Austin viewers to help us pick which spot performed best. We used RAM Panel as a guide to which ads we should run for their schedule.

OUTCOME After getting the results and insights back from RAM, we saw that two of the spots (Willie and Dog) performed way better with audiences. We only ended up running the two spots instead of the four after the feedback we got from RAM. Knowing this information on the front end helped us greatly. We were able to secure a $200,000 TV buy with the help and strategic insights from RAM.

TESTIMONIALS

We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen

Afiliaciones

  iabnaappalogo