A financial services brand is launching a new tagline. The primary goal is to drive cost-efficient leads. The brand also wants to prove that its audience is able to associate the new tagline back to the brand. The brand uses both the Brand Awareness and Lead Generation campaign objectives.
A multi-cell test was launched to measure how effectively its campaigns increased message association and drove leads. Eighty percent of the budget that was measured during the time period was allocated toward the Brand Awareness objective. The results estimated a significant lift in message association but flat results on leads.
Which action should the brand take to meet its primary goal?