Dilmah – Applying excessive SOV modelling to unlock incremental spend

RCJ Media Group Melbourne, Australia

For 2023-24 planning, we presented two investment scenario sto Dilmah; a response to brief and a respons to task.The response to task required 30% more investment.
Using category and consumer data & modelling techniques, we were able to justify why incremental investment was warranted to achieve the whole job to be done, not just some of it.
Results have shown improved sales volume YOY as well as a significant increase in key Brand Metrics, justifying the extra investment.