How do you know if your brand’s marketing campaigns are changing the conversation about your brand? How do you measure the overall impact of marketing campaigns on brand awareness and appeal?
These are the questions a major retailer was asking as they were about to embark upon two rounds of seasonal marketing campaigns. We were brought in to provide actionable research that would meet the brand’s strategic business objectives, which we ultimately accomplished through a hybrid quantitative and social listening approach.
A major retail brand needed a foundational understanding of its current awareness and appeal, followed by brand monitoring to assess the efficacy of two different marketing campaigns.
A major retailer is a leading competitor in the home goods space, selling unique furniture and home décor as well as consumables. The brand was about to embark on two separate campaigns – one in late summer/early fall and the other during the winter holidays. Though the particular goals of each campaign were slightly different, the overarching objective of both campaigns was to make a measurable impact on brand awareness and appeal, thus converting more prospects to customers.
The brand was looking for a foundational understanding of how they were currently positioned prior to the marketing campaigns, followed by two rounds of monitoring at the end of each campaign period to track any potential lifts in key measures. The key measures that the brand was looking to track included awareness, appeal, consideration, conversion, perceptions and ultimately brand positioning vis-à-vis key competitors. In addition to these traditional quantitative metrics, the brand desired a social media listening assessment to learn more about natural consumer feedback on the campaigns (i.e., what the public was saying about the campaigns and why).
This hybrid approach was designed specifically for the client’s brand and their unique situation.
Our team discovered that the campaign efforts were rewarded with an enormous amount of buzz online, which converted to positive improvements in key brand measures.
The gains resulting from the campaigns helped paint the picture of the store as being a fun place to shop. The number of past six months’ visitation and purchases also increased; however, the study uncovered a key opportunity for the brand as well. The campaign was reaching existing customers and social media followers more so than potential targets.
Because the brand’s campaign strategy was connecting so well with current customers, it may have unintentionally overlooked the needs and interests of non-customers. This disconnect represented a key opportunity for the brand. If these groups were targeted more specifically, it could lead to increased awareness and subsequent increases in shopping and purchasing.
The results of the study were used to help broaden the appeal of the brand’s campaigns going forward.
A hybrid quantitative and social listening approach.
The quantitative portion of the study included one baseline wave (pre-campaigns) as well as two waves of brand tracking toward the end of each campaign period. The quantitative sample was representative of key markets as well as customers and prospects.
The social listening portion of the study involved curating Boolean search strings to collect brand mentions online (over 60,000 mentions to be exact). The qualitative data was quantified using in-house text analytics software, and results were incorporated into a hybrid quantitative and social listening report.
Through a hybrid approach of a quantitative tracking study with social media listening we discovered that the campaigns were effective at generating buzz about the brand with its core customers; however, it didn’t reach their potential targets.