King's Hawaiian 10X'd their brand tracking capabilities with Brand Insights by TapResearch

The Challenge

As a fast-growing CPG company, vanity brand health metrics didn’t provide King’s Hawaiian the level of detail or insight into how marketing was impacting sales in their core markets or why consumers were choosing or were not choosing their brand.

The King’s Hawaiian team envisioned a brand performance tracker that represented full-funnel reporting on three critical sources of data; marketing spend brand health tracking sales data.

Quarterly brand-level tracking was not enough. They needed weekly insight into product-level health metrics with campaign-level attribution as well that would provide them with leading indicators of success.

Solution

Brand Insights by TapResearch is a solution that makes high-frequency consumer insights accessible for everyday decisions – and most importantly, one with the scale to reach real, everyday consumers, in every demographic, in every major market across the globe. High-frequency brand tracking helps the King’s Hawaiian team access a continuous stream of consumer intelligence data to inform decisions on a daily or weekly basis. 

Results

King’s Hawaiian consulted with TapResearch to design a custom brand tracker that collects a statistically significant sample, in every major market across the United States. The output is a 10X brand tracker that provides King’s with continuous insight into their brand, product, competitive intel, and campaign performance, 52-weeks per year. They now have brand visibility into marketing’s impact on sales in every major market with signals to identify blind spots and improve performance compared to the competition.

• Brand-level, product-level measurement with campaign-level attribution tracking 

• Competitive tracking

• Statistically significant sample in every major market 

• Tracking delivered 52-weeks per year