Future-Fit Econometrics
UM London
Client: Kenvue (J&J) / Listerine
Despite this increased ROI, it has not always translated into share gain, a key performance metric for the newly formed Kenvue global business. In 2023, we evolved our strategy from purely ROI-led planning to adopting practices inspired by the Science of Brand Growth, a methodology pioneered by Byron Sharp. Recognising the limitations of econometrics, which primarily focused on immediate return, we shifted our priorities from a laser focus on ROI performance and precision media to reaching all category buyers. We aimed to drive increased reach while ensuring that ROI could be maintained and measured through econometrics, ultimately leading to long-term brand penetration and sustainable growth. After identifying that existing tools couldn't merge Reach and ROI metrics into a unified optimisation, we acted. We created ‘Future-Fit Econometrics, through mobilising an in house development team to plan an optimisation route addressing these competing priorities. Overall, our Future-Fit tool effectively guided our campaign activity to success by identifying key budget optimisations to balance and improve our ROI and Reach KPI. Listerine UK was the first brand to test and use this balanced Future-Fit econometrics solution successfully. In light of the results, this approach is now planned for global deployment across all major Kenvue brands.