Case Study: a pet food brand achieves 35% higher media ROI with Kantar's Balanced Attribution model

Helping a pet food brand optimise its digital media spend

A pet food brand wanted to optimize its upcoming year's digital marketing spend, with a specific focus on areas like ad frequency and audience targeting to drive greater sales and brand interest. To address this, the brand partnered with Kantar and utilized their Balanced Attribution model.

Kantar deployed its Balanced Attribution model across a meta study of 21 campaigns to identify the top-performing strategies. The solution revealed that ad frequency was often too high and could be reduced, saving significant media spend. This approach helped the pet food brand achieve a 25% increase in purchase intent and a 35% increase in campaign ROI, meeting both its short and long-term objectives.