The campaign everyone loved but nobody bought. Find where marketing leaks.
The campaign everyone loved but nobody bought. Rate six waste hypotheses — vanity metrics, no holdout, wrong audience, no bridge to purchase, trend-line credit, one-off spikes — against evidence, and fix the top one before the next budget cycle.
A consumer brand spends ₹45 L on a festive campaign: a warm film, a celebrity cameo, 40 million impressions. Internally, it is adored. The agency wins a shortlist. The CEO's family forwards it.
The quarter's numbers: sales in campaign cities +2% — against +4% in matched non-campaign cities. Brand search volume: flat by week 6. Repeat purchase among 'engaged' audiences: indistinguishable from control.
What the review found: no holdout was planned (measurement gap); the film tested best with 18–24s while buyers are 35–50 (wrong audience); and the ad ended with a feeling, not a next step (no bridge).
The fix wasn't a better film. It was a measurement plan agreed before spend, an audience built from purchase data, and a creative brief that ends in an action. The next campaign spent ₹28 L and returned a measurable 1.9× contribution.
Rate the evidence for each inefficiency hypothesis: 0 = no evidence, 1 = some, 2 = strong.
Each hypothesis carries its tell-tale signal: reports that lead with impressions; effects that could be seasonality; audiences who engage but never buy.
Rate evidence 0–2 per hypothesis. The ranking decides the fix order — evidence beats opinion in the budget meeting.
Whatever the ranking: agree the measurement plan — holdout, metric, decision date — before the next rupee moves.
Illustrative figures, not a client outcome.
Not automatically — but if those numbers never connect to a buying behaviour, they're entertainment metrics. Ask what decision each reported number feeds.
A matched geography, store set or audience slice that doesn't get the campaign. Without one, every claim reduces to 'trust the trend line'.
Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.
Marketing that wins meetings but not markets? Find the leak.
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