How to use Paid, Owned and Earned Media online to drive sales and improve mind measures

The problem this CPG brand was faced with was a typical problem- Brand had presence across multiple connect points, paid media, owned media ( website, Facebook page etc) and earned media ( Twitter and other social mentions) but not knowing clearly what works across market clusters, and the interrelations between these connect points.   The objective of this exercise was to identify the path so that one could get clear insight on the influencers of earned and owned media and the relationship with brand sales and mind measures. Paid media in this case consisted of TV spots, print advertisement, search clicks, on line impressions and on line video impressions. Earned media consisted of total social listening and likes and owned media comprising brand website traffic and social media fans.

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RainMan through econometric modelling arrived at the quantification of following relationships:

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1. Significant relationship was seen between “paid” “owned” and “earned” and brand awareness and the influence of media and mind measure on brand sales

2. Amongst all connect point influence on sales movement, “paid” media contributed 70%, and 30% of sales movement influence was through “earned” and “owned” media

3. In driving awareness, “paid” contributed 60% and the rest 40% was contributed by “earned” and “owned”

4. Significant relationship was seen between “paid” “earned” and “owned”. 

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This exercise led to the following outcomes:

• Clear understanding on the interrelationships between all forms of media and their influence on brand performance
• Better management of connect points in terms of content and layering 
• Improvement in the ROI of connect points by 12% with significant growth in mind measure and sales

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