Directing top-funnel tactics with brand tracking insights

How Sofacompany’s brand tracker impacts their marketing

Directing top-funnel tactics with brand tracking insights

“The results of the brand tracker are discussed in our brand teams and the data has a direct impact on our tactics, choice of media, etc. That is why these insights are so important; without measuring our brand we wouldn’t have any reference points to evaluate if our efforts make a difference”.

The challenge

Measuring the effect of top-funnel marketing

Sofacompany operates in 8 countries with a mission to make sofas available to the masses by offering beautiful yet affordable designs. Their key target audience ranges from mid-20s to mid-to-end 40s.

The company was founded in 2012. In the early years it focused on low-funnel marketing but by 2020 a shift happened in the very data-driven marketing department:


“By 2020, we started directing part of our marketing budget to top-funnel activities. As we make 90% of our decisions based on data, we need insights on how our activities affect the brand perception right from the beginning to make sure we spend our budgets and attention right,” says CCO, Andre Stahmer.

The solution

An agile setup to support agile decisions 

As a young company it is key for Sofacompany to build a setup that will provide the necessary insights to support an agile and data-driven marketing approach:

 

“We chose to work with Opeepl directly because a setup without a middle man such as an agency felt like a better fit for us,” CCO, Andre Stahmer, says. 

 

Today, Sofacompany runs their brand tracker to monitor the development in brand awareness, brand perception, and brand purchase intent in eight cities across Denmark, Norway, Sweden, Germany, the Netherlands, and Switzerland. The 4,000 respondents are sampled through our proprietary Dynamic Sampling technology.

Brand awareness tracking visualization example
Brand awareness tracking example. This graph is not based on Sofacompany data.

Brand tracking

A brand tracking gives you continuous knowledge on how consumers recognize, associate, and perceive your company and products. Having continuous knowledge on the likability/dislike or your company/products, value for money, quality level, brand awareness, etc. should shape the actions that you take, to ensure you meet your goals and recognize potential opportunities. Thus, the brand tracking is an essential element in your consumer insights setup and often a vital part of the management reporting for spotting performance and development in key markets.

The insights from a brand tracking are also used for:

  • Marketing: how to shape the communication that plays into consumer's perception
  • Sales: A pulse check on how consumers perceive their brand/products, to communicate the right messaging and debunk misconceptions
  • Further product innovation: Through recognizing and seizing opportunities which set the company apart from other competitors.

Brand trackings are performed on a continuous basis for existing products or service on the market. Depending on the depth of the tracking, it should be conducted two, four, or 12 times a year.

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The research

Mapping Sofacompany’s brand position and development

The brand tracker consists of 13 questions that Sofacompany asks 18-60 year old consumers who have either bought a sofa in the last two years or consider to buy one within the next two years in their key geographies every six months. The questionnaire is stable to enable Sofacompany to track development and monitors Sofacompany’s brand position against 8-12 select competitors that can differ across markets.

 

Sofacompany follows results in our dynamic dashboards where overall reporting is done while local reports are built internally to support decision-making in local brand and marketing teams.

Brand associations tracking visualization example
Brand associations tracking example. This graph is not based on Sofacompany data.
The outcome

Optimizing the top-funnel budget spend

The results of the brand tracking does not only provide Sofacompany with regular insights on their brand positioning but also directs their day-to-day work:

 

“The results of the brand tracker are discussed in our brand teams and the data has a direct impact on our tactics, choice of media, etc. That is why these insights are so important; without measuring our brand we wouldn’t have any reference points to evaluate if our efforts make a difference,” CCO, Andre Stahmer, shares.

 

One example of the direct implementation of consumer insights in Sofacompany is the case of the brand’s very first brand campaign. It consisted of an online-first video campaign entirely focused on branding targeting video ads to three different audiences: parents, non-parents and mature audiences.

The result of their data-driven approach was a 25 % increase in their brand awareness in selected cities with a showroom across Europe by the end of 2021 compared to the year before.

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