Problem:T-Mobile pre-tested communications and tracked brand health but needed to understand how multiple campaigns were working by each element as well as impacting on the brand.
Approach: MESH works alongside T-Mobile’s research, creative and media agencies tracking experiences in real time to help optimise campaigns as they roll out.
Action: At a media level, MESH helped T-Mobile identify the strength of its magazine
strategy for the agency to fully capitalise on this. As the branded value ‘Night In’ proposition
was launched with a variety of executions, the MESH rapid feedback was used to optimise
future executions. At a strategic level, T-Mobile’s online trading team and its agency in
charge of store windows have used MESH insight to feed into future planning. With Orange
and T-Mobile coming together, MESH has gone back over a year’s data to evaluate Orange’s
direct response strategy.
For further information please click here for Stepping Ahead, presented jointly at the MRS
Online Methods Conference, January 2011.