Materials

CASE STUDY

01 |

Developing a Unifying Brand to Become the Hub of Italian Gastronomic Excellence

The serving board as a symbol of unity and consistency across different brands, products, and regions.

Matteo Ghidi
Marketing Director
GRANTERRE

Nextplora measured the effectiveness of GranTerre's long-term brand strategy to evaluate how a single umbrella brand could strengthen a portfolio of established brands across multiple product categories. Through continuous campaign and brand effectiveness research, the analysis tracked the evolution of awareness, consideration, brand image, and value transfer between GranTerre and brands such as Parmareggio and Teneroni, identifying the communication elements that most effectively reinforced the new positioning. The findings demonstrated how a consistent, insight-driven approach enabled GranTerre to establish itself as a unifying brand while supporting the growth and recognition of its individual brands over time.
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02 |

Positioning a Premium Brand and Accelerating Its Growth

Communication and sponsorship to build the brand.

Francesco Bellomo
Head of Media & CMI
HAIER

Nextplora measured the long-term effectiveness of Haier's brand transformation strategy, evaluating how communication and sports sponsorship supported its repositioning from an entry-level brand to a premium market player across Europe. Through continuous creative and brand effectiveness research, the analysis tracked the evolution of awareness, brand perception, premium attributes, and market performance, identifying the communication elements that most effectively reinforced the brand's positioning over time. The findings demonstrated how a consistent, insight-driven strategy contributed to sustained growth in brand awareness, premium perception, and market share across multiple European markets.
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03 |

Supporting the Brand to Strengthen Its Leadership

Brand value and distinctiveness to address the challenges of the category.

Daniele Di Ciaccio
Head of Marketing Italy
MONINI

Nextplora measured the effectiveness of Monini's brand revitalization strategy to assess how a renewed visual identity, sustainability communication, and integrated media investments could reinforce brand leadership in a highly promotional category. Through continuous brand and campaign effectiveness research, the analysis identified the attributes driving consumer preference, tracked improvements in awareness, consideration, brand positioning, and media performance, and quantified the contribution of both creative execution and cross-media planning. The findings demonstrated how measurement enabled Monini to strengthen its distinctive brand values, reverse declining salience, and guide the brand's growth in Italy and international markets.
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04 |

The Ideal Recipe for Strengthening the Brand, Between Consistency and Media Mix

The contribution of each channel to achieving the objectives.

Monica Brosadola
Head of Brand
ROADHOUSE

Nextplora measured the effectiveness of Roadhouse's integrated communication strategy to evaluate how creative consistency and a diversified media mix contributed to strengthening brand positioning and driving restaurant visits. Through continuous campaign and brand effectiveness research, the analysis quantified the contribution of TV, CTV, radio, digital, and social media across different stages of the customer journey, identifying the channels that delivered the greatest impact on awareness, consideration, repeat visits, and brand perception. The findings provided clear evidence to optimize media investments, reinforce Roadhouse's positioning as a quality casual dining brand, and support sustained growth in brand awareness and competitive strength.
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05 |

The FLUZO POV

Cross-video is not cross-media—and that's just the beginning

Diego Semprún — Chief Revenue Officer
Vicente García — Head of Sales International | Co-Founder
FLUZO

Fluzo presented a shared vision of independent, cross-media measurement that goes beyond traditional cross-video analysis to capture the contribution of every audiovisual touchpoint. Through global case studies and campaign benchmarks, the presentation demonstrates how unified audience measurement enables advertisers to quantify reach, frequency, incrementality, brand lift, and media effectiveness across channels, while supporting more informed media planning and investment decisions. The presentation highlights how independent, cross-media measurement provides a more complete understanding of campaign performance in an increasingly fragmented media ecosystem.
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06 |

The value of a premium ecosystem for brands

How Disney+ generates incremental reach and measurable Brand Lift

Roberto Trojsi
Disney Advertising & Platform Distribution Director
DISNEY ADVERTISING

Nextplora measured the effectiveness of Disney+'s advertising ecosystem to evaluate its contribution to audience reach, brand lift, and campaign performance within an integrated media strategy. Combining cross-media audience measurement with brand effectiveness research, the analysis quantified incremental reach, co-viewing behavior, product placement impact, and improvements across key brand funnel metrics. The findings demonstrated how independent measurement enables advertisers to assess the full value of premium streaming environments and optimize media investments beyond traditional reach and frequency indicators.
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