We Don't Do Passive

QuestBrand Campaign

Redefine an audience to drive short-term sales and long-term brand growth.

Logo for Quest

Services

  • Media & Investment Strategy
  • Execution

Outputs

  • Target Definition & Sizing
  • Communications Planning
  • Channel Analysis & Strategy
  • Go-To-Market Planning
  • Paid Media Planning
  • Dashboard Development
  • Performance Modeling
  • Media Mix Modeling
  • Measurement Strategy
  • Brand Health Analysis

Quest Nutrition Faced a Common Challenge



Quest was built on a foundation of hard-core, fitness-obsessed, macro-counting devotees. And though this group propelled them to major category gains, the brand was beginning to plateau. Quest faced an increasingly cluttered category, diminishing returns and significant challenges in proving positive business effects from their paid investments.


The Challenge

Redefine the target opportunity to expand Quest’s relevance without alienating the core “Questies” that got them to where they were. Broaden the messaging and paid media strategy and implement real-time measurement solutions to bring accountability to their investments.

Quest - Brand Campaign - Image1
Quest - Brand Campaign - Image2
Quest - Brand Campaign - Image3

The Solution

Using syndicated research tools, we built a strategic target audience for Quest that provided the path to getting the business back to growth. This was the foundation for an integrated connections strategy that tailored messaging and media channel by audience in order to drive both long-term equity and short-term sales. The campaign was underpinned by a holistic measurement strategy that connected real-time brand health trending, media performance and sales.

The Results

NCS and Upwave’s frequent quarterly readouts and metric outputs aligned with both awareness and sales objectives. We based each solution on a test (exposed) and control (unexposed) experimentation methodology that calculates “lift” in a multitude of KPIs including awareness, consideration, and in-store sales. And by diving deeper into the specific variables and parameters of the digital media buy driving the most lift, we created a much more actionable media analysis than the MMM. We better tracked more nuanced data to uncover how different audiences, creative, placements and more were performing relative to one another. This brought Quest’s optimization to a whole new level, directly impacting the performance of the media buy.

Increased Awareness

%

Increased Sales

%

Increased Consideration

%

Acquired by The Simply Good Foods Company For

$B

Quest - Brand Campaign - OMMA Awards

A Brand Campaign That Drives Performance


The advancements to Quest’s media attribution not only allowed us to understand how the digital campaign was driving holistic brand and business performance but also provided the granularity to make meaningful, more frequent optimizations. This combination of both macro and micro analyses allowed us to continuously restructure our digital media strategy to constantly drive improved performance. Brand performance reached all-time highs including a 21% YOY lift in awareness, and we were also able to deliver against Quest’s primary KPI to the tune of a 6% incremental sales lift.

Have a similar project in mind? We’d love to talk about it.

Contact Information
Project Details
Brand Engagement
Brand Activation
Brand & Campaign Creative
Traditional Medium Assets
Measurement & Analytics Strategy
Execution
Experiential Activations
Brand Action
Visual Identity & Design
Brand Response
Media & Investment Strategy
Brand Equity
Media & Analytics
Social & Content Strategy
Campaign Creative
Brand & Creative Strategy
Always-On Fast Media & Creator Content
Long Form Content
Content
In-Store
Influencer & Creator
Channel Analysis & Strategy
Brand Positioning
Organic Social
Social Activations
Community Management
Brand Positioning
Visual Identity
Display & Programmatic
Brand Book
Performance Modeling
OOH
Digital Video
Communications Planning
Branded Film
Measurement Strategy
Brand Personas & TOV
Long-Form
Social Playbook
Tone of Voice
In-Platform Execution
Measurement Reporting
Documentary
TV & CTV
Design
Meta Content
Web Testing & Execution
Print & OOH
Documentaries
Go-To-Market Planning
Brand Book
Custom Research
TikTok/Reels/Shorts
Portfolio Planning
AR & VR Experiential
Branded Content Series
Explainer & Testimonials
Social Planning
Brand Portfolio Planning
Influencer Management
Brand Health Analysis
Paid Media Planning
Audio & Podcasts
Testing Strategy
Strategy
Dashboard Development
Brand Event Activation
Brand Programming
Video
Strategic Partnerships
Campaign Creative
Creative Platform
Market Analysis
Competitive & Category Analysis
Social Spaces
Television
Target Definition & Sizing
Media Buying
Creator Collaboration
Visual Identity & Design
Stunt Activations
Media Mix Modeling