Optimizing Media Mix to Drive Brand Consideration
Situation
In all markets, brand consideration had plateaued despite consistent spend across digital channels. To support a major product launch, I wanted to test diversifying paid media beyond digital to shift perception and strengthen upper-funnel momentum.
Challenges
- Limited reach and frequency from digital-only media.
- Untested effectiveness of streaming audio and traditional radio.
- Need for a test design that could isolate media mix impact without confounding factors.
- Difficulty of moving brand consideration — an upper-funnel metric — compared to direct response KPIs.
Approach
- Diversified the paid media mix in a single test market to include a balanced combination of digital, streaming audio, and traditional radio.
- Six months later, third-party brand health tracking showed a 29% lift in brand consideration.
- The media mix was the only significant marketing change in the market during that time, isolating its impact.
Third-party brand health tracking, 6-month study.
Insight/Action
This result validated the role of channel diversification in strengthening upper-funnel metrics. It also reinforced the importance of pairing brand health studies with performance reporting to connect awareness with measurable outcomes.