How King’s Hawaiian 10x’d Its Brand Tracking Capabilities

The situation

King’s Hawaiian, a family-owned and operated bakery, is known for its sweet Hawaiian bread. The business had a vision for a more robust brand tracking solution that better aligned to its weekly marketing and retail operations. The company turned to TapResearch for a custom brand tracker that delivers tracking 52-weeks per year in every major market in the United States.

The challenge

As a fast-growing CPG company, vanity brand health metrics failed to provide King’s Hawaiian the level of detail or insight into how marketing was impacting sales in its core markets or why consumers were choosing or were not choosing their brand.

The King’s Hawaiian team envisioned a brand performance tracker that represented full-funnel reporting on three critical sources of data: marketing spend → brand health tracking → sales data.

Quarterly brand-level tracking was not enough. King’s Hawaiian also needed weekly insight into product-level health metrics with campaign-level attribution that would provide them it leading indicators of success.

The solution

Brand Insights by TapResearch is a solution that makes high-frequency consumer insights accessible for everyday decisions – and most importantly, one with the scale to reach real, everyday consumers, in every demographic, in every major market across the globe. High-frequency brand tracking helps the King’s Hawaiian team access a continuous stream of consumer intelligence data to inform decisions on a daily or weekly basis.

Success for the team was a new type of brand health tracker that delivered insight into:

• Brand-level, product-level measurement with campaign-level attribution tracking
• Reasons for considering and for not considering tracking
• Competitive tracking
• Statistically significant sample in every major market
• Tracking delivered 52-weeks per year

Ambitious goal!

TAPRESEARCH

The results: A 10x Brand Tracker

King’s Hawaiian consulted with TapResearch to design a custom brand tracker that collects a statistically significant sample in every major market across the United States.

The output is a 10x brand tracker that provides King’s with continuous insight into brand, product, and competitive intel, as well as campaign performance, 52-weeks per year. It now has brand visibility into marketing’s impact on sales in every major market with signals to identify blind spots and improve performance compared to the competition.

“TapResearch is providing us with an entirely new source of actionable insights about our brands, products, consumer preferences, and competitors. The quality and consistency of the data is enabling our team to measure key market signals, like price sensitivity, in a way that informs decisions on a weekly basis.” – Troy Figgins, Head of Consumer Insights at King’s Hawaiian

Brand Insights by TapResearch is an exciting new innovation that enables modern decision-makers to inform more decisions and operate with confidence. When looking to have more visibility into its brand’s health, competitive intel, and campaign performance, the King’s Hawaiian team knows it can count on TapResearch’s Brand Insights solution to meet its needs. To start informing decisions today, visit tapresearch.com.