"Continuous brand tracking for strategic decision-making."
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Updated 3 Days Ago
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3 Advocates
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2 Verified Clients
Nutshell
Tracksuit offers marketers a straightforward, affordable tool to continuously track brand metrics. It simplifies data into actionable insights, freeing marketers from data overwhelm. Its dashboard reveals brand funnel dynamics, helping users see emotional and perceptual shifts in brand perception. This provides clarity for making strategic marketing decisions confidently.
In Detail
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Tracksuit's Website Claims...
A summary of the claims made on Tracksuit's website as noticed by our bot, Vinny.
affordable continuous tracking
Tracksuit claims that it provides affordable, continuous brand tracking, making enterprise-level insights accessible without the high price tag.
actionable brand insights
Tracksuit claims that its platform delivers actionable brand metrics and insights in an always-on dashboard to guide strategic decisions.
data access democratization
Tracksuit claims that it democratizes data access, allowing marketing teams to explore and visualize data without needing specialized skills.
Case Studies
Tracksuit supports Rascals in expanding awareness across five markets.
6%
lift in absorbency recognition in UK and Canada
60%
increase in brand awareness in Canada
Situation
Rascals scales presence in five markets
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Expanding into five major markets globally.
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Targeting women aged 25–44 amid challenges.
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Using a brand refresh to connect with parents.
Rascals is expanding its brand awareness and market penetration across five significant global markets: Australia, New Zealand, the United Kingdom, Canada, and the United States. They aim to enhance visibility and credibility, particularly amid their core demographic of women aged 25–44. The unique challenges involve differentiating Rascals in a crowded diaper market traditionally dominated by legacy players that cater more to babies than parents. To overcome these challenges, Rascals has embarked on a bold brand refresh since 2016, aiming to emotionally connect with new-age parents while utilizing robust insights into brand perceptions provided by Tracksuit.
Task
Brand awareness and perception enhancement
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Enhance awareness and perception with key insights.
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Leverage Tracksuit to monitor brand progress.
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Focus marketing strategies on USPs.
Rascals’ primary task was to enhance brand awareness and improve product perception. This required effectively using Tracksuit's platform for rich insights and monitoring brand trajectory in these five key markets. With the information provided by Tracksuit, Rascals could discern what people know and feel about their product, focusing on product uniqueness like high absorbency and gentle materials. This understanding allowed Rascals to refocus their marketing strategies on these unique selling propositions (USPs) and tailor their messaging to resonate more deeply with the target audience, ultimately aiming to shift perceptions from simply being aware of Rascals to developing a trust-based relationship.
Action
Strategic brand refresh and new campaign
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Executed a two-phase strategic brand transformation.
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Rebranded with 'We Get It' to engage emotionally.
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Monitored brand impact through real-time insights.
Rascals initiated a strategic, two-phase brand transformation focusing on parent-first positioning. The first phase saw a visual refresh and marketing campaign, rebranding from 'Rascals + Friends' to simply 'Rascals.' It involved organic and paid social media, influencer partnerships, and on-shelf visibility enhancements. Going beyond products, Rascals also embraced humor, empathy, and authenticity in their 'We Get It' campaign. This long-term approach was monitored by Tracksuit in real-time, providing insights into how initiatives landed with consumers, with special focus on factors like absorbency and trust, which were critically championed through their 'We Get It' narrative.
Result
Quick wins in awareness and credibility
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Achieved quick wins in brand awareness increase.
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Improved product credibility in UK and Canada.
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Tracksuit insights enhanced strategic storytelling.
The meticulous brand-building strategy led to quick and surprising wins. Brand awareness experienced significant year-over-year growth across all targeted markets, with Canada seeing a nearly 60% increase within the core demographic. Similarly, the focus on product quality saw product credibility grow, specifically a 6% lift in absorbency recognition in the UK and Canada. Retail traction improved with Rascals gaining shelf recognition. These results, powered by real-time feedback from Tracksuit, supported Rascals in identifying the most influential drivers of brand consideration and refining storytelling efforts, reinforcing the importance of long-term brand strategy even as quick wins were achieved.
Keywords
BRAND AWARENESS
PARENT-FIRST POSITIONING
DIGITAL INSIGHTS
MARKET EXPANSION
RASCALS DIAPERS
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