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
-
London, 18th January 2023: CloserStill Media, the producer of market-leading business events, exhibitions and conferences, today announced it has purchased a majority stake in CommerceNext, a leading ...
-
28 September 2022 - The UK’s biggest eCommerce and marketing technology events returned in-person, with a successful debut at London ExCeL, welcoming thousands of leading retailers and brands on day o ...
-
Digital commerce and the future of e-commerce as we know it: Pre-keynote interview with Karl Lillrud
It is often said that the best business people are those who live to solve problems - not just sell products. But sometimes it can be hard to see the wood for the trees. Organisations can struggle to ... -
It costs 80% less to keep a customer than to acquire one, yet brands are continuing to fall short in how they build relationships with their customers. Customer Relationship Management (CRM) is essent ...
-
)
The exhibition floor and conference theatres were jam-packed, as thousands of retailers and marketers joined the UK’s biggest two-day eCommerce and marketing technology event. London, 30 September 202 ... -
)
Paul Brett, Executive Producer at Flying Tiger, delves into the dynamic landscape of movie marketing and its intricate dance with cutting-edge technologies. -
)
Pepsi unveiled anew logo for the first time in 14 years, starting a new era for the brand by channeling a sense of nostalgia. What branding lessons can we take away from it? -
)
Laura Riches and her Laylo Co-founder Laura Rosenberger were the Marketing Director and Chief Operating Officer of Naked Wines during a period of rapid growth. So, when they launched their own wine br ... -
)
Roberta's tenure at Condé Nast emphasises social media, partnerships, and brand empowerment. Join her at Technology for Marketing for insights into renewing content and effective brand positioning. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Pasta Evangelists, the UK's premier fresh pasta company, has become a household name for foodies nationwide since its inception in 2017. With a turnover hitting £40m, their journey from the Dragon’s D ... -
)
By consolidating all your marketing tools under one roof (including AI capabilities, analytics, ads, and more), you’ll be fully equipped to give your visitors an exceptional experience. With Siteimpro ...
