Facilitated by Publicis Groupe, Taffel's trusted agency partner, and executed in collaboration with Concept X, 2023
Introduction
In the ever-evolving snack foods market, understanding consumer behavior and brand perception is crucial. Taffel, a leading chips brand represented by Publicis Groupe, embarked on a journey with Concept X to conduct a comprehensive brand uplift study. The campaign, strategized by Publicis Groupe, was exclusively run on the esteemed publishers within Concept X's network. The result? Deep insights into consumer behavior, campaign performance, and brand perception.
Methodology at a Glance
- Target Group: Individuals aged 18 and above.
- Data Collection Method: Online CAWI (Computer Assisted Web-Interviewing).
- Sample Size: 800 respondents (400 exposed to the campaign and 400 non-exposed).
- Data Vendor: Norstat, a company compliant with the ICC/Esomar Code on Market and Social Research and ISO9001:2008 certified.
- Campaign Strategy: Crafted by Publicis Groupe and executed on publishers within Concept X's network.
Key Insights
- Consumer Behavior:
- An impressive 96% of respondents consume chips, with 26% indulging on a weekly basis.
- The age group 30-49 consumes chips the most frequently, averaging 1.05 times a week.
- Brand Awareness:
- Taffel, under the strategic guidance of Publicis Groupe, boasts strong aided brand awareness, with 91% of respondents recognizing the brand when prompted.
- Spontaneously, 40% of respondents recall Taffel, making it the second most recalled brand.
- Brand Consideration:
- When pondering a chips purchase, 58% would consider Taffel, positioning it as the second most considered brand in the category.
- Significantly, a large portion of those aged between 30-49 would consider buying Taffel.
- Campaign Performance on Concept X's Network:
- The majority of the exposed audience viewed the advertisement 1-2 times on Concept X's publishers.
- A significant portion of the exposed audience recalls seeing the Taffel ad, with younger respondents (below 30) having a higher recall rate.
- Ad Perception:
- The advertisement, conceptualized by Publicis Groupe, was generally perceived as straightforward with a clear message.
- Interestingly, the ad made a significant portion of the exposed audience want to buy Taffel chips, surpassing the benchmark.
- Campaign Effect:
- There was no significant difference in aided brand awareness between the exposed and non-exposed groups, both having high recognition of Taffel.
- However, a larger share of the exposed audience, who viewed the campaign on Concept X's network, would consider Taffel compared to the non-exposed group.
Conclusion
The brand uplift study for Taffel, facilitated by Publicis Groupe and executed in collaboration with Concept X, provides invaluable insights into the brand's market position and the effectiveness of its recent advertising campaign. If you're an advertiser looking to elevate your brand's presence and drive impactful results, the evidence is clear: Concept X's robust network offers a unique platform to reach and resonate with your target audience. Partner with us and let's craft a success story together.
For partnership inquiries and to explore advertising opportunities with Concept X, please reach out to us.
