Sorun
Her şey bir soruyla başladı: Coca-Cola gibi yılın neredeyse tamamında aktif olan markalarda iletişim hedefleri belirli seviyelere çıktıktan sonra kampanyaya ara vermeli miyiz eğer vereceksek de ne kadar bir süre vermeliyiz?
Çözüm
Stratejimiz, iletişim hedeflerimizden geri kalmadan yayınımıza kac hafta ara verebilirizi belirlemek ve buradan ne kadarlık bir medya verimliliği yaratabiliriz onu bulmaktı. Bunun için ajansımıza özel bir program olan “CCS Planner” üzerinde haftalık marka bilinirliği skorlarını baz alarak 400 farklı senaryo çalıştık. Senaryolar, TV’de yil boyunca yayın yapmaktan, kampanyalar arası 1-5 haftaya kadar ara vermeyi kapsıyordu.
Çözüm
Sonuç olarak kampanya süresi boyunca tüm haftalarda yayın yapmaktansa belirli haftalarda es vermenin bizi ilietişim hedeflerimize ulaşmaktan alıkoymayacağını gördük. Çoklu markalarla yayındayken bu tarz eslerin GRP yönetimini ve özellikle farklı markalarımızın birbirlerine yayınlanma konusunda zarar vermesinin de önüne geçilmiş oldu. Son olarak da yıllık bütçede %7 oranında ciddi bir avantaj elde edildi.
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