250% Lift YoY Brand Clicks to Website

Challenge

Mitsubishi Electric needed to establish a testing and measurement plan that would capture the overall impact of their traditional TV campaigns and OTT buys. 

Insights

Each year, Mitsubishi Electric allocated significant budget to TV to increase brand awareness and category awareness in ductless cooling and heating. However, the client didn’t have an approach to measure the impact of local TV and OTT. Together, Brunner and Mitsubishi Electric set out to strategically measure brand searches, website activity, and website conversions during local TV and OTT flighting to determine if the media had an impact. 

Strategy

A full-funnel plan with local TV and OTT in regional markets to test a 4-week TV or OTT flight during lead generation timeframes in cooling and heating season. These markets would include various category development and brand development indexes, as well as control markets, to compare flighting performance with digital metrics and website metrics. Performance metrics include SEM, brand impressions, SEM brand clicks, and SEM click-through-rate, and website metrics include sessions, rebate searches, and web leads. 

Results

• 98-250% lift in Y/Y brand clicks to the website​
• 65-297% higher brand clicks than control markets of similar size, weather, and demographics during the same period​
• 95-121% increase in website sessions during primetime TV in the test markets​
• One year later, expansion to Hulu in 25 strategic markets, leading to increased brand impressions in 100% of local TV and Hulu markets during local TV flighting, and 92% increase in brand clicks​
• Increase in web leads in 75% of local TV and Hulu markets during local TV flighting