Desigual is a dynamic fashion brand founded in Barcelona in 1984 on the principle of creativity and difference. It is now a global business, operating in 150 countries. The brand’s original philosophy of “no es lo mismo” (“it’s not the same”) radiates from its colourful and offbeat clothing and campaigns. In 2020, the brand launched its new claim: “Life is awesome” to reinforce the company purpose of optimism, difference and joy of living. Desigual places communications at the heart of its marketing mix, recognising PR’s value alongside paid and owned channels.
Objectives & Challenges
Desigual wanted to measure communications in the context of other marketing channels and this created the requirement for a consistent measurement methodology. At the beginning of 2021, Desigual chose Onclusive to partner in the design of a robust global analysis framework to integrate the impact of PR with measurement of other activities. The deliverables needed to be agile and interactive: visualised online to give fast results, campaign comparisons and robust insights to inform future campaigns.
Desigual and Onclusive worked closely together to realise this project, mapping questions to measurement solutions:
- Cross-market measurement. Composite impact score based on qualitative and quantitative metrics
- Campaigns daily performance. Interactive dashboard with the results for each campaign and filtering options by country, media, source, etc.
- Brand reputation driven by campaigns. Campaigns segmented by the reputational dimensions of the brand.
- PR related to marketing investments. Single impact score to measure the relationship between ad spend and the quality and quantity of PR achieved.
Outcomes & Client Benefits
The Onclusive team immersed itself in Desigual’s philosophy to provide a rigorous analysis of the brand’s media profile. We informed brand strategy whilst simultaneously honouring Desigual’s brand values. Our approach enabled our client to focus campaign strategies on the most relevant channels, to optimise media investment and ultimately drive business success. The insights derived are distributed widely within Desigual and are integral to the learning and review process. Conclusions inform strategic decisions taken for future campaigns.
This project was awarded at the AMEC Communication Effectiveness Awards.
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“Before starting to work with Onclusive, we were not able to have all our data unified, we only had what was provided by the different agencies with which we work on campaigns. Thanks to the measurement system implemented with Onclusive and the results delivery platform, we have a harmonised, rigorous and agile tool to understand the results of each campaign, which is key to our strategic planning.”
Sandra Rikic, Communications Director at Desigual