ASDA Case Study: How Brand And Performance Can Work Together
)
In this conference Nick Primmer, ASDA's Senior Media Manager and Kat Broomhead, Managing Partner at Spark Foundry provided key insights on harmonising brand and performance marketing, using the analogy of Woody and Buzz from Toy Story to illustrate the dynamic between traditional and new marketing approaches.
Listen to the Full Session:
Key Insights:
-
Economic Pressure: The recession and cost-of-living crisis have pushed brands like ASDA to prioritise short-term ROI over long-term brand building.
-
Balanced Approach: Overemphasis on performance marketing can lead to a detrimental "doom spiral." A balanced strategy yields better long-term results.
-
ASDA’s Strategies:
- Stakeholder Convincing: Demonstrating the value of a diverse media mix.
- Robust Measurement: Implementing comprehensive measurement across the marketing funnel.
- Innovative Testing: Experimenting with new formats and creative ideas.
-
Results: Through team collaboration and maintaining brand-building activities, ASDA achieved a 38% increase in ROAS and expanded reach and impressions, even in a tough economic environment.
This case study underscores the importance of integrating brand and performance marketing to achieve sustainable growth and improved marketing outcomes.
More marketing insights in 2024
REGISTER TO ATTEND
Latest News
-
)
Meet the Top 100 Marketing Influencers of 2024 - the innovators, disruptors, and rising stars leading the way in digital, content, brand, and growth marketing. -
)
This month's eCommerce and marketing roundup explores UK tax shake-ups, AI's impact on SEO, voice commerce breakthroughs, and how platforms like TikTok and Threads are transforming the path to purchas ... -
)
Ekwy Chukwuji, founder of Equi Botanics, shares how she built an award-winning beauty brand, leveraged AI to scale her business, and became a thought leader in AI-driven marketing and automation. -
)
Bite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
)
Lauren Hannifan, co-founder of Snug, shares how she built a standout D2C brand, disrupted the furniture industry, and created impactful customer experiences on a budget. Lauren's Career and Advice ... -
)
Technology for Marketing is thrilled to announce the formation of our 2025 Advisory Board – a diverse group of marketing leaders committed to reimagining the future of marketing events. Led by our S ... -
)
Catch up on this month's biggest marketing stories—TikTok's uncertain future in the US, Sweaty Betty's first global campaign, and Google's latest generative AI tools for retailers. -
)
Janis Thomas, Managing Director at Look Fabulous Forever, on customer-centric marketing, eCommerce growth, and engaging the over-50s demographic for lasting success. -
)
In this interview, Luka Matutinovic discusses how LELO is staying ahead of industry trends with a focus on innovation and consumer-driven strategies. He reflects on his career journey and the key insi ... -
)
Meet Carolyn Tang Kmet, a seasoned expert in eCommerce and digital marketing turned educator at Northwestern University, as she shares insights on personalisation, data-driven marketing, and building ... -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns.
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
)
){kind=logo}
){kind=logo}
)
){kind=logo}