Establishing A Brand Awareness Evaluation Framework for a Fintech Product
Key Takeaway
This baseline provided actionable insights for marketing strategy, ensuring a focused approach to improving brand visibility and customer acquisition.
Client
A competitive digital banking platform catering to tech-savvy urbanites aged 18-40.
Project Scope
Developed a baseline for brand awareness ahead of the client's first major marketing campaign to measure future campaign effectiveness.
Challenge
The client needed to establish a baseline understanding of its regional brand awareness before launching its first aggressive marketing campaign.
Approach
Survey Design and Deployment: Designed a concise online survey targeting regional residents, ensuring balanced representation across key demographics.
Brand Awareness Analysis: Analyzed metrics including unaided and aided recognition, usage patterns, and advertising recall to assess market penetration.
Parent Brand Association Study: Explored the client's relationship with its parent company, examining how this connection influenced customer perceptions and trust.
Results
Identified key metrics in unaided awareness, aided awareness, and conversion among those aware of the brand.
Highlighted areas for campaign focus, such as leveraging the client's digital-first appeal over its parent company's affiliation.
