Challenge
Dulux wanted tangible evidence to guide their future media strategy decisions. Above all they wanted to understand how the marketing channels played against each other in the marketing mix, with a special focus on TV, which they believed was not driving enough impact.
The brand aimed to embed learnings globally from testing in selected markets, creating the need for a carefully tailored, innovative approach.
Approach
To address the client’s needs, we designed and implemented a first-of-its-kind LIFT ROI solution that could not only show the effectiveness of their marketing mix but also leverage marketing mix modelling (MMM) results from four markets to intelligently simulate for fifteen other markets globally.
This was achieved using a complex data dimensionality reduction, triangulation and interpolation technique which enabled simulations and optimisations against multiple KPIs to be ran across markets.
Insight
Our LIFT ROI forecasting showed that an additional £3.3m in revenue could be achieved if Dulux were to make simple changes to how it spread its media investment across channels. We also proved that a longer and more effective TV flighting period would drive almost £2m more in revenue, increasing their TV marketing ROI by 30%.
Impact
The learnings were adopted by Dulux's media agency, in particular for their future TV strategy, and the recommended changes were applied to brand's media strategies globally.
ROI analysis reveleaed significant gains across the short, medium and long-term. Between 2022 and 2024, media ROI increased by 58% as a result of the recommended optimisations. Paid media also powered double-digital growth in volume, comparing Q1 - Q3 results from 2023 and 2024. And market share analysis showed consistent monthly growth in the Ready Mix Emulsion category.
Brand building was also positively impacted. Dulux experienced significant uplifts in awareness, stronger key brand associations and improved Meaningful Difference scores, cemeting Dulux's position as a category leader.
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