Balancing Brand and Demand to Unlock Breakthrough Results

A leading national brand faced a growing challenge: Customer acquisition costs were rising and shifting consumer behaviors were testing the limits of its demand-only marketing strategy.

The brand had historically achieved success through lower-funnel performance tactics, but efficiency eroded as competitors embraced full-funnel approaches and media costs continued to climb.

The critical question became: Could brand awareness investment deliver stronger business outcomes without sacrificing performance efficiency?

Goodway Group partnered with the brand to design a structured Meta multicell testing framework that measured the true business impact of brand investment.

Three investment scenarios were tested:

• Business as usual (BAU): 100% lower-funnel Meta performance tactics

• 10% brand investment: Allocating 10% of budget to Meta upper-funnel awareness campaigns

• 30% brand investment: Allocating 30% of budget to Meta upper-funnel awareness campaigns

By isolating each scenario, the team measured the effect of brand spend on core efficiency and business metrics with clarity and confidence.

The results were decisive. Among the three scenarios, the 30% brand awareness investment outperformed across every key metric. Armed with clear, repeatable success, the brand moved from a demand-only strategy to a full-funnel model — adding an always-on awareness layer to complement performance media and drive both immediate efficiency gains and long-term growth.