Citizens
A large U.S. retail bank offering consumer banking, lending, and financial services nationwide.
Industry
Finance
Strategies & Services
Ad Effectiveness Measurement
Year
2024
Citizens
A large U.S. retail bank offering consumer banking, lending, and financial services nationwide.
Industry
Finance
Strategies & Services
Ad Effectiveness Measurement
Year
2024
The Challenge
Citizens Bank wanted to understand how its TV creative was resonating across target audiences and whether the messaging effectively communicated brand value.
Citizens Bank wanted to understand how its TV creative was resonating across target audiences and whether the messaging effectively communicated brand value.
The brand's measurement objective was to surface clear insights that could guide creative refinement and improve future campaign performance.
The brand's measurement objective was to surface clear insights that could guide creative refinement and improve future campaign performance.
Our Strategy
We conducted a panel-based brand study measuring two TV ads among 357 respondents to evaluate impact on media metrics as well as persuasion, enjoyment, and qualitative audience reaction.
We conducted a panel-based brand study measuring two TV ads among 357 respondents to evaluate impact on media metrics as well as persuasion, enjoyment, and qualitative audience reaction.
In addition to brand metrics, we analyzed open-ended feedback, identifying recurring themes around relatability, visual execution, tone, and brand perceptions.
In addition to brand metrics, we analyzed open-ended feedback, identifying recurring themes around relatability, visual execution, tone, and brand perceptions.
The Results
Questions
Recall Lift
Awareness Lift
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Book a 30-minute strategy session and we’ll show you an actionable plan for revenue growth.
Get started
Are you ready to imagine together?
Book a 30-minute strategy session and we’ll show you an actionable plan for revenue growth.
Get started
Are you ready to imagine together?
Book a 30-minute strategy session and we’ll show you an actionable plan for revenue growth.