My Health Record
Challenge
Measuring the movement of metrics and the ROI of each media channel in the campaign.
Solution
Utilising Kantar’s CrossMedia methodology.
Result
Tonic network was a key channel in the campaign, successfully building the campaign message and driving Intent – working both on it’s own but also amplifying other media on the plan
Tonic’s network contributed to 21% of the campaign uplift (total avg. uplift was +6% compared to pre-campaign) for attitudes and the creditability of the message and contributed to 41% of Intent metrics (of the total +5% uplift)- successfully moving consumers down the purchase journey.
Overall, Tonic’s network had an influenced 21% of the +5% overall uplift- with only 8% of the share of spend. This is a positive ROI of 2.6 times it’s share of spend.
Attitudes and credibility of the campaign message
Intent
ROI
Source: Kantar Crossmedia Methodology 2019
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