Partnership
For global brands with sizable budgets in diverse markets, every move is high stakes. Optimizing spend that unlocks scalable growth demands data, not guesswork.
Case Study
Who Gives A Crap
Turning uncertainty into clarity
A global acquisition strategy led by data—not instinct
Work
IMM audited branded search spend to surface over-investment—cutting daily budgets by half and tracking new customer shifts on paid and organic channels.
Next, we analyzed UK and AU awareness bursts using causal impact models, uncovering that campaign spikes yielded short-lived search lifts, or no lift at all.
Finally, A/B testing compared quality vs. eco positioning across three key markets to identify which messaging drove the highest gains.
Outcomes
IMM strengthened WGAC’s global media strategy with market-specific insights—and a playbook for agile marketing budget allocation and campaign planning.
The results? ROI grew with more optimized spend, showing how challenging assumptions can unlock new avenues for growth.
14%
more dotcom orders (AUS)
40%
lower cost per acquisition (US)
73% new customer orders (social)
Define
We challenged branded-search assumptions by cutting daily spend in half and measuring new customer effects on paid and organic channels. Early findings revealed organic and direct traffic couldn’t compensate for cuts.
Competitors capitalized on the vacated branded terms, leading WGAC to a more data-informed bidding strategy tied to the brand’s global acquisition goals.
Test
We used causal impact analysis on UK & AU awareness bursts to track branded-search volume before, during and after campaigns. UK saw a 50-day spike; AU saw no lift.
Our insights shaped a region-specific approach: pulsed, pyramid campaigns in the UK and targeted mini-bursts in lower-awareness AU markets.
Optimize
We ran A/B tests across the U.S., UK, and AU to pit quality-based messaging vs. eco positioning—with quality consistently driving new customer lifts in all markets.
The results? WGAC’s acquisition campaigns now prioritize quality themes and creative frameworks—weaving in eco narratives as brand-building touchpoints.
Up Next
See all work
