Fan Wenhua - Media Placement Effect and Consumer Profile Study
Company overview
Guangzhou Fan Wenhua Cosmetics Co., Ltd. was founded in 2013 and is one of the leading facial care brands in China. The company has pioneered an innovative "daily store beauty salon" model and a "skin-type-specific care" product philosophy, offering customized facial care solutions tailored to different skin types. Through its free trial service model, Fan Wenhua rapidly captured market share and now operates over 4,000 stores, establishing a strong brand presence in the facial care sector.
Research background
As Fan Wenhua's brand continues to expand domestically and its market awareness gradually increases, the company plans to launch large-scale advertising campaigns in 2020 to further enhance its brand image and attract more target consumers. After years of development, Fan Wenhua has built a solid brand equity, yet it faces key questions regarding the accuracy of evaluating advertising effectiveness, determining whether advertising has effectively increased brand awareness, and measuring audience reactions across different segments. Therefore, Fan Wenhua seeks to understand the impact of advertising on key brand performance indicators (KPIs), assess advertising effectiveness, and provide data-driven insights for optimizing future advertising strategies.
Research scope
In December 2019, Guangzhou Fan Wenhua Cosmetics Co., Ltd. commissioned CEIDEA Research to conduct an advertising effectiveness monitoring study. The research aims to systematically analyze key metrics such as pre- and post-advertising brand awareness, ad exposure rates, changes in brand image, and increases in purchase intent to evaluate the impact of advertising on brand value. The study combines online questionnaire surveys with offline in-depth interviews, targeting key consumer segments. It focuses on key areas including ad exposure frequency, impressions of ad content, changes in brand recognition, shifts in brand attitude, and changes in purchase intent. Additionally, the study will examine differential audience responses to advertising, refine audience segmentation, and provide precise data to guide future advertising optimization.
Expected outcomes
This advertising effectiveness monitoring study will deliver a comprehensive report on the performance of advertising campaigns, revealing the relationship between advertising performance across different audience segments and key brand performance indicators. The findings will help the company identify strengths and areas for improvement in its advertising campaigns. The research results will provide scientific guidance for future advertising strategies, including more precise audience targeting, content customization, and channel selection, thereby optimizing the overall brand communication strategy and improving return on advertising investment. Ultimately, the study outcomes will provide strong data support for Fan Wenhua's brand image development and market expansion, helping the company solidify and elevate its position in the fiercely competitive cosmetics market.
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