PhaseOne Success Stories
PhaseOne drives brand penetration and product repurchase rates
Situation:
An international client based in Europe was set to launch a new, innovative product in a mature and saturated category. Because the client was a challenger, and consumers favored the local brand, the advertising for this new launch not only had to change people’s attitudes and perceptions about the product but generate robust sales during the product’s initial trial.
PhaseOne’s Role:
PhaseOne partnered with the client and its ad agency, selected the strongest ad from a pool of options, and provided guidance to refine the ad and make it more effective.
Result:
Unqualified success. The client’s multimedia campaign achieved brand penetration and repurchase rates in the first three months similar to what the leading competitor had achieved in its first four years.
PhaseOne helps a top brand introduction exceed sales goals
Situation:
A client in the consumer-packaged-goods industry introduced a new genre of product under an existing brand name that had a reputation for being non-innovative and dated. Beyond introducing the new product, the advertisements also had to reshape consumer behavior.
PhaseOne’s Role:
PhaseOne helped to select and refine the advertisements best aligned with the client’s strategy to introduce the product, create awareness of it, and drive sales.
Result:
The advertisements’ success contributed to $100 million in sales during the product’s first year. Moreover, the new product was recognized by BrandWeek as a top brand introduction for that year.
PhaseOne’s direction leads to a significant increase in revenue and market share
Situation:
Because of a divestiture, a sole leader in the service industry was suddenly faced with stiff competition. Consumers were turning to the competition so rapidly that Wall Street predicted the company would lose $400 million dollars in revenue.
PhaseOne’s Role:
To ensure consistency across departments, share best practices with the marketing department and its ad agencies, and elevate performance, PhaseOne performed a brand communications audit of the company’s proposed direct-response campaign. PhaseOne’s guidance resulted in some retooling of the campaign to ensure that all communications were consistent with the brand strategy and brand personality.
Result:
Throughout the launch of the campaign, the client experienced a significant increase in market share and, contrary to Wall Street’s prediction, saw a $300-million increase in revenue.
PhaseOne’s market analysis revises messaging to increase market share
Situation:
A client in the automotive industry with a stagnant brand image faced the looming threat of foreign competition. The client had already moved from a clear leader to that of a challenger in the marketplace. Although the company had no new products scheduled to launch, they believed in the power of messaging.
PhaseOne’s Role:
PhaseOne conducted a yearlong study of all automotive advertising in the United States. This provided a clear snapshot and benchmark of what was happening in the marketplace and enabled PhaseOne to identify holes and opportunities that the competition had missed. Then PhaseOne teamed with the client to change prevailing attitudes about the brand by creating a strategy that took advantage of these untapped marketplace opportunities.
Result:
By revising its messaging, the client was able to increase its market share by 3%.
PhaseOne partners with an agency to produce significantly more persuasive advertisements
Situation:
An agency was producing advertisements that tested at or below copy tracking standards in a very cluttered category. With their account in jeopardy, the agency came to PhaseOne for help.
PhaseOne’s Role:
PhaseOne partnered with the agency to enhance the advertisements and better align them with the client’s strategy.
Result:
The agency compared the results of the advertising before and after they worked with PhaseOne and found that after the ads went through PhaseOne’s analytical process, four times as many scored significantly more persuasive. The agency cited as key benefits PhaseOne’s ability to screen out communications that were doomed to fail and to take those that had potential and make them stronger. The agency has since referred PhaseOne to other clients in their portfolio.