Sales up 107%—a success story of CM revamp. Gaze data use was key.
Mizkan's 'Ajipon' TV Commercial Revamp Success Using Gaze Data
Original: ミツカン「味ぽん」がテレビCMの刷新・放映2週間で追加投資を決断できた「注視データの組織活用」とは
Importance: 注視データを活用したCM改善事例がマーケティング戦略に影響を与える可能性があるため。
Summary
Mizkan revamped its 'Ajipon' TV commercial, utilizing REVISIO to visualize viewer gaze. This led to improved gaze scores and a 107% year-on-year sales increase. The decision for additional investment was made within two weeks of airing, highlighting the impact of quick decision-making and data-driven creative improvements. This reveals new possibilities in marketing strategy.
Key Points
- Gaze visualization using REVISIO
- 107% sales increase post-refresh
- Additional investment decision in 2 weeks
- Quick decision-making is key
- Data-driven creative improvements
View developer summary
Mizkan utilized REVISIO, a gaze visualization tool, for their 'Ajipon' TV commercial, resulting in improved gaze scores and a 107% sales increase year-on-year. The quick decision for additional investment within two weeks of airing highlights the effectiveness of data-driven marketing insights.
Source: https://markezine.jp/article/detail/50710
Outlet: MarkeZine
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