Case Study: Simplicity improves brand tracking and messaging with Tracksuit

Why brand tracking is a priority for Simplicity

Simplicity, a nonprofit ethical fund manager in New Zealand, faced the challenge of understanding its brand perception as a new disruptor in an established financial services industry. Their Head of Communications, Jennie O’Donovan, needed insights beyond their existing Google Analytics to measure brand awareness and their position against competitors, which led them to the brand tracking solution from Tracksuit.

Using the Tracksuit platform, Simplicity gained valuable insights that helped refocus their marketing strategy. They discovered that while their brand awareness was comparatively low, customer consideration was high, allowing them to shift their messaging from promoting low fees to emphasizing member benefits. This data-driven approach helped them use their limited budget more effectively, with one campaign resulting in 9% of respondents agreeing that Simplicity invests the most ethically. Tracksuit provided the measurable brand tracking needed to demonstrate their growth and leadership in the market.

Simplicity

Jennie O’Donovan

Head of Communications, Education and Marketing