Phillips 66
Impacting consumer engagement
Objective:
Determine how Phillips 66’s partnerships are impacting consumer engagement (visits to stations, interaction with content, etc.) for each of its three fuel brands (Phillips 66, Conoco, and 76).
Strategy:
We put our proprietary, multi-variable sponsorship ROI model and methodology – Sponsorship Effectiveness Index (SEI) – to work in order to holistically evaluate the effectiveness of Phillips 66’s sponsorship across all brands. This customized ROI analysis includes primary market research and business intelligence data to measure cost and brand performance metrics for five of its top partnerships (Denver Broncos, LA Dodgers, St. Louis Cardinals, Pac-12 Conference, and the Portland Timbers).
Results:
Phillips 66 now has reliable data to illustrate that its partnerships provide an effective marketing platform for the brand to connect with its targets and drive metrics like purchase intent, consideration, and positive brand sentiment. The ROI analysis enables Phillips 66 to objectively evaluate sponsorship performance so it can make improvements where necessary and is armed with key information to make informed decisions during future sponsorship negotiations.
Engagement: Month, 00 – Current
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