With our partners at Mushroom Creative, we set out to determine the value of the media investment for the recent Fridayz Live campaign, powered by Maccas. The business needed to be able to justify the ongoing event costs, so SEEN was engaged to provide advanced analytics support and calculate a return on media investment.
To be able to do this, we first undertook an audit of the advertising and measurement infrastructure to ensure we had confidence in the data. Once this was completed, we then came up with the calculation for Return on Media for the campaign. The objective was to be able to measure as many consumer interactions as possible, ideally from impression right through to the attendance at the event and each touchpoint in between. To be able to do this we mapped out all consumer touch points based off the media plan. It was crucial that the project calculated ‘value’ as closely to how Maccas determined value for their standard activity, so we worked with the media agency to provide us Maccas benchmarks for first party data performance for metrics like CPM, CPE and CPC, as well as industry averages where necessary across all channels. These benchmarks were overlaid to the Fridayz Live campaign, ensuring results were restricted to instances where the Maccas logo featured to determine the Return on Media for that particular piece of activity.
Results are confidential. Due to this level of analysis though the sponsorship was resigned for another 4 years.
