A study to measure the cut-through of the campaign and its impact on brand health, including customer perception vis-à-vis competition and the effectiveness of the campaign.

1. Target Group
o Males & Females
o Aged 25-35 years
o SEC A (A1/A2/A3)
o Working
professionals Geography
India:
Gurgaon,
Bangalore &
Hyderabad
Sample Size
N=1000
Study Type
Real time brand
health measurement
MEASURING BRAND HEALTH CAMPAIGN EFFECTIVENESS FOR A
LEADING HEALTH & FITNESS BRAND

2. What was the Research
Requirement?
Measuring the cut-through of the
campaign and its impact on brand health,
including customer perception vis-à-vis
competition and the effectiveness of the
campaign.

3. What were the challenges?
The client’s campaign was for a parent
brand with 4 sub-brands. Hence,
deciding on the right type of attribution
became important to make the study
effective for sub-units, along with the
parent brand.

4. How did Borderless Access
Tackle the Requirement
 Web-surveys links for the survey
questions were shared with the
eligible people in each location.
 Participants were able to share their
inputs directly using this link using
mobile phones, tablets or laptops.
 In addition, a WhatsApp group
consisting of all respondents from
each location was formed to gather
qualitative insights through data in the
form of text, images, audio, videos, to
gain a clear understanding about
specific brand metrics corresponding
to the main brand as well as the sub-
brands.

5. Outcome
 Borderless Access successfully
highlighted the impact of the campaign
on the parent brand as well as sub-
brands, further linking it to imagery of
the parent brand and the sub-units.
 We recognized the need for a new brand
campaign to improve the health of sub-
brands
 We recognized specific focus areas of
brand metrics for future campaigns for
the client to yield improved results

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