Turo's global head of marketing, Matt Kerbel, challenged the myth that brand marketing's impact is difficult to measure. By conducting a six-month marketing blitz in Philadelphia, complete with influencer campaigns and event activations, Turo was able to quantify increases in brand awareness and purchase intent. The outcome showed a 42-point increase in brand affinity and a 36-point rise in intent-to-use, making Philadelphia Turo's fastest-growing market in the U.S. This case illustrates the potential for measurable results in brand marketing.
To prove the value of brand marketing, Kerbel and his team decided to conduct an experiment to measure the impact of their marketing blitz on brand awareness.
The Turo campaign in Philadelphia achieved a brand lift of 42 points in affinity and 36 points in intent-to-use, far exceeding typical campaign metrics.
Collection
[
|
...
]