The decision
A festive campaign delivers 900,000 video impressions to 300,000 people. Radio reaches 150,000, of whom 70,000 overlap with video. During the campaign, a verified dispatch issue affects one batch and customer support is receiving complaints.
What should the team report and how should it adjust the campaign?
Worked solution
Reveal the visual and solution
- Video frequency is 3. Deduplicate reach: 300,000 + 150,000 − 70,000 = 380,000. Use the same time window and separate earned coverage from paid exposure.
- Pause creative featuring the affected batch. Give support staff and affected buyers verified details and a time for the next update. Use owned channels for corrections and route press enquiries through one spokesperson.
- Compare marginal qualified reach and incremental sales after service stabilizes. Reallocate paid spend only if complaints and replacement performance meet agreed gates.