Wpromote x Giant Spoon Unveils Care Index to Link Brand Value to Revenue

The framework evaluates consumer relationships through three stages: know, like, and care. While most brands manage to achieve awareness, the agency argues that the 'care' phase represents the ultimate business value, where customers choose products over competitors and advocate for the brand. By tracking behavioral and engagement signals, the tool identifies where these connections fracture and directs media and creative investment toward fixing those specific leaks.

Early testing across 100 mid-market retail brands suggests the Index acts as a predictive signal rather than a retrospective report. Data from these trials showed a 90% correlation between improved Care Scores and subsequent monthly revenue. This allows CMOs to present brand investments in financial terms that CFOs can quantify, effectively ending the traditional debate between brand awareness and performance marketing.

Developed in collaboration with Northwestern University’s Medill School, the framework underwent rigorous stress-testing to ensure it accounts for future consumer trends. The Care Index is now integrated into the agency’s proprietary platform, Polaris IQ, providing live visibility for five initial alpha-phase clients. By aligning audience targeting and budget allocation with a single source of data, the agency intends to ensure that creative teams and performance media units operate in lockstep.