Low-budget effectiveness: Analysis of trends in campaigns with a budget of $500,000 or less

This analysis identifies trends in low-budget campaigns (up to US$500k), published on warc.com in the 12 months to September 2012.
Areas covered include budgets, marketing objectives, media channels, target audience, client sectors and geography, as well as a showcase of Gold-winning low-budget campaigns. Key findings include: low-cost does not equal low ambition (a surprisingly high number won Golds and used TV); matching budgets to appropriate goals is key (increasing awareness or building loyalty are more common than brand relaunches or image changes, which require heavy investment); smaller budgets can deliver 'hard' effects (many campaigns sought to increase sales or share); low-budget campaigns often use fewer and more unusual channels....

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