Plan and track use case: how a mid-range supermarket recovered from a crisis
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The supermarket used YouGov's planning and tracking tools to identify two key audience groups, Frugal Families and Carefree Spenders. Detailed profiles were built for each group based on attitudes, demographics, and media consumption habits. Targeted marketing campaigns were created and their effectiveness was tracked by monitoring changes in brand perception over time, such as when negative press hit. While awareness of issues increased for Frugal Families, their purchase intent remained unchanged, allowing the supermarket to avoid an overreaction.
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Plan and track use case: how a mid-range supermarket recovered from a crisis
- 1. Use case: How effective planning and tracking can help in a crisis A well-known mid-range supermarket wanted to find out more about its key audiences. Using YouGov’s planning and tracking tools, it was able to find these audiences, paint a detailed picture of each one, and track and evaluate the tailored marketing campaigns it created based on this data. 1 IDENTIFY First of all, the supermarket identified two key groups, which it named Frugal Families and Carefree Spenders. The two audiences were formed based on: Frugal Families Carefree Spenders Attitudes and opinions Lifestyle Demographics Brand usage and perceptions Digital engagement 2 DESCRIBE Male Female Lives in the north of England Lives in London Hobbies include fishing, DIY, and singing Has no children “There isn’t much difference between leading brands and supermarket brands.” “I enjoy entertaining people at home.” The next step was to build an in-depth portrait of each group: This information is just the tip of the iceberg. The connected data cube holds over 200,000 variables. 3 TARGET Read: The Sun or The Mirror Read: Grazia Watch: Match of the Day Watch: Come Dine With Me Listen to: U2 Listen to: Rihanna Favourite app/ social media: YouTube Favourite app/ social media: Snapchat Once the groups were clearly defined, the next step was to look at their media consumption, as well as their social media and digital habits. This made it easier to create two distinct advertising campaigns. 4 TRACK The supermarket then tracked these two groups to see how events, such as new ad campaigns, affected brand perception. The supermarket could see that the Frugal Families were a lot more aware of the negative press surrounding these comments —while the incident barely registered with the Carefree Spenders at all. (Percentage of respondents who have heard something positive about your brand less those who have heard something negative.) “SUPERMARKET TO CHARGE CUSTOMERS FOR USING BASKETS AND TROLLEYS” FF FF - Frugal Families CS CS - Carefree Spenders Buzz 5 EVALUATE However when the supermarket looked at the metrics more closely, it saw that while Frugal Families had been exposed to a lot of negative coverage (decreased buzz) and did view the supermarket less positively (impression) - they will still shop there (purchase intent has barely changed.) Rather than automatically go into panic mode, the supermarket was able to take this information into consideration when deciding how to respond. Find out how YouGov’s planning and tracking tools can help your brand. yougov.com/plan&track B PI I - Impression I P - Purchase intent B - Buzz Frugal Families One month later, the supermarket made the headlines after an ill-advised, off-the-record comment from the CEO.