Real-time campaign tracking

Jo Rigby

Capturing brand experiences as they occur allows brands to test and learn during a campaign cycle, as Wilkinson Sword proved with the German campaign for its new Hydro razor.

The downturn in the economy is putting increased pressure upon advertising budgets, with the question moving beyond 'tell me which 50% of spend is working', to 'tell me how to optimise spend while the campaign is live'. The traditional approach of 'test and learn' for the next campaign is fast becoming a luxury. Increased budgetary pressure and greater communication opportunities are leading brands to engage in real-time dialogue with their customers. This year during the Super Bowl, when there was a blackout, brands responded in real-time. Procter & Gamble's Tide detergent made a rapid post on Twitter, 'We can't get your #blackout. But we can get your stains out.' Mondelez uploaded an image of Oreo biscuits saying 'you can still dunk in the dark.' You can't pre-test these fleeting ideas. It is the brand's ability to respond to situations important to their customers that makes them feel in touch with their lives.