Account manager Ogilvy & Mather, the world’s pre-eminent customer engagement agency with more than 100 offices in 50 countries, reported that Medicom experienced a significant increase in sales of Tantum Verde sore throat lozenges after incorporating the results of their first DAP study in March 2012.
More than 3,000 consumers in six countries participated in the study. Among its many results, the evaluation revealed that consumers deeply connect with the product as natural, safe, sensible and able to be used regularly. Ogilvy implemented DAP’s specific recommendations to emphasize the advertising focus on these areas, resulting in an increase of sales by 15-30% in each market the advertisements were broadcast.
Driven by its success, Medicom is currently embarking on a second DAP study, increasing its scope by evaluating 6,000 additional people around the world.