Our ‘pro forma’ approach modelled media scenarios against our key metrics. Before launch, we developed a media mix using a deep well of campaign results and proprietary research tools. We then created media plans that delivered six-time reach and frequency across channels.

After launch, we regularly fed real results back into the model. Awareness and perception data collected from Nielsen IAG data and Microsoft’s awareness and perception tools allowed us to calibrate the model and re-forecast performance.

We purchased all media in short increments for maximum flexibility, enabling us to test various media channels and TV day parts. While Prime TV effectively drove key metrics, we bought out Late Night and direct response TV because of their efficiency. Radio DJ endorsements drove awareness and perception more than scripted radio. Based on results, online has evolved from a focus on direct response to a mix of high-impact, video and efficiency media.

Within the first four months, we beat the original 13-month awareness goals by two times and are on track to meet market share goals. Not confident to sit on our laurels, six months in, we re-forecasted year-end goals to represent an even greater increase in awareness and perception – and are on track to beat those. While the metrics have been outstanding, we have also succeeded in “waking the beast.” From a position of dominance, Google ran its first-ever US spot in support of search during the 2010 Super Bowl, largely seen as a defensive move from the Bing threat.