The Earned Effect Study with the IPA
Description
“Culturally salient campaigns strongly outperform the wider fame group across most business metrics, showing them to be truly the best of the best.”
Peter Field
Why it matters:
When times are tough and budgets are tight, there is a type of campaigns that outperform any other kind. They make more more money with less budget.
We call them “Culturally Salient” campaigns. And their results, of course, could even be even better under favorable market situations.
When I was head of strategy & analytics for Weber Shandwick Germany, I co-authored the Earned Effect Study in partnership with IPA and Peter Field.
The analysis – led by me, alongside Umair Malik, Director of Analytics at Weber Shandwick London, drew on 10 years of data from the IPA databank and pulled from the following inputs:
- More than 340 winners and entrants of the IPA Effectiveness Awards;
- Data from 60 product categories. Global, regional and local campaigns;
- Campaigns from the business-to-business (B2B) and business-to-consumer (B2C) sectors.
We uncovered that "Culturally Salient Campaigns” are the most effective and efficient campaigns per se.
They outperform the wider fame group and drive higher profit, market share, sales, ROI with less budget, even under the toughest economic circumstances: 78% operated in recessive, stagnant or low growth market conditions. The study also shows what inputs drive culturally salient campaigns.
The research was extensively featured in the press. You can read about it at WARC. The fact, that Newsweek reported on a marketing science study underlines the importance of the research. Put differently, you don’t see marketing research in the mainstream press a lot, do you?
https://www.newsweek.com/earned-effect-hack-earn-more-less-during-recession-1821395