Directing top-funnel tactics with brand tracking insights
How Sofacompany’s brand tracker impacts their marketing
“The results of the brand tracker are discussed in our brand teams and the data has a direct impact on our tactics, choice of media, etc. That is why these insights are so important; without measuring our brand we wouldn’t have any reference points to evaluate if our efforts make a difference”.
André Stahmer
CCO
The challenge
Measuring the effect of top-funnel marketing
Sofacompany operates in 8 countries with a mission to make sofas available to the masses by offering beautiful yet affordable designs. Their key target audience ranges from mid-20s to mid-to-end 40s.
The company was founded in 2012. In the early years it focused on low-funnel marketing but by 2020 a shift happened in the very data-driven marketing department:
“By 2020, we started directing part of our marketing budget to top-funnel activities. As we make 90% of our decisions based on data, we need insights on how our activities affect the brand perception right from the beginning to make sure we spend our budgets and attention right,” says CCO, Andre Stahmer.
The solution
An agile setup to support agile decision
As a young company it is key for Sofacompany to build a setup that will provide the necessary insights to support an agile and data-driven marketing approach:
“We chose to work with Opeepl directly because a setup without a middle man such as an agency felt like a better fit for us,” CCO, Andre Stahmer, says.
Today, Sofacompany runs their brand tracker to monitor the development in brand awareness, brand perception, and brand purchase intent in eight cities across Denmark, Norway, Sweden, Germany, the Netherlands, and Switzerland. The 4,000 respondents are sampled through our proprietary Dynamic Sampling technology.
Brand tracker - Awareness example*
*This graph is not based on Sofacompany data.
Brand tracking
Brand tracking gives you continuous knowledge of how consumers recognize, associate and perceive your company, its brand(s), products and/or services.
From the data collected you will gain awareness about your brand health, on how to better shape marketing strategies in accordance with consumers’ perceptions, on new opportunities for further product innovation and on ways to maximize sales by communicating the right message and avoiding misconceptions.
The research
Mapping Sofacompany’s brand position and development
The brand tracker consists of 13 questions that Sofacompany asks 18-60 year old consumers who have either bought a sofa in the last two years or consider to buy one within the next two years in their key geographies every six months. The questionnaire is stable to enable Sofacompany to track development and monitors Sofacompany’s brand position against 8-12 select competitors that can differ across markets.
Sofacompany follows results in our dynamic dashboards where overall reporting is done while local reports are built internally to support decision-making in local brand and marketing teams.
Brand associations tracking example*
*This graph is not based on Sofacompany data.
The outcome
Optimised top-funnel budget spend
The results of the brand tracking does not only provide Sofacompany with regular insights on their brand positioning but also directs their day-to-day work:
“The results of the brand tracker are discussed in our brand teams and the data has a direct impact on our tactics, choice of media, etc. That is why these insights are so important; without measuring our brand we wouldn’t have any reference points to evaluate if our efforts make a difference,” CCO, Andre Stahmer, shares.
One example of the direct implementation of consumer insights in Sofacompany is the case of their very first brand campaign. It consisted of an online-first video campaign entirely focused on branding targeting video ads to three different audiences: parents, non-parents and mature audiences.
The result of their data-driven approach was a 25% increase in their brand awareness in selected cities with a showroom across Europe by the end of 2021 compared to the year before.
Learn how other clients benefit from our Brand Tracking research
Mobile-First Brand Tracking with Better Sample Quality
“Opeepl’s Dynamic Sampling approach is our opportunity as an FMCG brand to survey consumers in a situation that is closer to the state-of-mind they are in when buying our products. That and being conscientious about not driving survey fatigue through long or difficult questionnaires is the best way to ensure sample representation. As with all other sampling, mobile research and Dynamic Sampling approach requires high diligent quality reassurance and strict standards of operation, which for us is an area, where Opeepl deliver significantly above market standards for similar services.”
Jesper Kvisgaard
CCI Director
Benchmarking Brand Awareness and Consumer Thesis Testing
“Working with Opeepl has been our way to keep tabs on our awareness in the market, and to evaluate the success of our brand building efforts over several years and campaigns. Both the self-serve and assisted surveying options have helped us a lot across different stages of our awareness tracking maturity, and as an extra kicker we've also been able to use Opeepl's polling system to track the competitive landscape in some of our core product categories."
Bjørn Seaton
CMO
