A mid-priced mattress brand (hypothetical) ran a humorous online video campaign for six weeks with a budget of ₹3 crore. Results reported by the agency:
Critique the campaign. State what it was presumably meant to achieve, read the results properly, explain why it worked or did not, and say what you would test next.
100 points, 60% to pass.
Views and shares measure reach and entertainment, not business outcome. The honest read: attention spiked and faded, visits rose but converted worse (curious non-buyers), and sales grew slower than the category — so the brand lost share during a ₹3 crore campaign. Likely causes: the brand was not central to the idea (the mattress appears in the last five seconds, so people remembered the joke, not the brand) and the audience was broad rather than people in the market for a mattress, a long-cycle purchase. Next: tie creative to a clear product reason to buy, target in-market signals, and measure incremental sales against a control region rather than views.