The Situation
A global brand was spending heavily across paid and earned media without a defensible way to understand how the channels worked together to move product off shelves.
Case study
Measuring What Actually Drives Sales
A large-scale media spending problem became legible when paid and earned exposure were finally tested together against real sales outcomes.
What Everyone Else Was Missing
Industry frameworks were built to justify budget structures, not interrogate them. Interaction effects between paid and earned exposures were treated as unknowable because a rigorous answer would threaten current assumptions.
The Intervention
Hayloft's founder designed and piloted a methodology that mapped paid exposure, earned exposure, and unit sales together so the interaction effects could be seen and measured directly.
What Changed
The client gained a proof-of-concept methodology and a more credible basis for media-mix decisions that had previously been guided more by convention than evidence.