Pre/Post Brand Tracking Metrics to Measure Campaign Effects
How the Just Eat marketing team got a pre/post dip analysis to understand whether their student activities in Italy were generating brand warmth/buzz
“We were looking for a partner to help us reach some tough audiences - university students. Our marketing team had done a lot of work to target students and we wanted to get some pre and post brand metrics to understand the impact of all of our activities. The survey activities were only focused on specific university areas across Italy, so we had to be even more targeted.
Opeepl were capable of targeting these areas and get enough respondents. The sample and speed was great - I was very impressed with how quickly they did achieve.”
Liam Laville Global Insights Controller Just Eat
The challenge: Tracking campaign effects in student segments in Italy
Just Eat is an online food ordering company operating in 13 countries in Europe, Asia, Oceania, and the Americas.
The Just Eat marketing team wanted a pre/post dip analysis to understand whether their student activities in Italy were generating any brand warmth/buzz.
The solution: A brand-tracking setup with Dynamic Sampling technology
To gain feedback on Just Eat’s students activities, we ran a pre-survey of 1,500 respondents among 35 Italian university cities using our proprietary Dynamic Sampling technology.
The post survey was scheduled for 2 months later. Local students in each city were asked questions about their online food ordering habits and to rate preferred services and features.
Campaign effectiveness study
Advertising research and campaign tracking is a staple of market research for good reason; measuring marketing effectiveness is a cornerstone in evolving and improving your campaigns.
Pre/post campaign tracking will determine if an ad has effectively increased awareness, increased purchase intent and improved reach of the target audience. Research that is conducted to measure the effectiveness of advertising is a valuable tool when developing and maintaining an advertising campaign.
In an ideal situation, the best approach is to conduct a pre-ad study, to assess unaided and aided awareness of the specific product or service in order to achieve a benchmark measure prior to the advertising campaign.
Following the launch of the advertising, a post-ad study assess if the advertising has increased awareness of the brand or service, improved consumer interest in the product or service, and ultimately will determine if the advertising will draw in new consumers while maintaining its current ones.
The tracking let Just Eat know how their campaign affected their target group, including what universities it worked best at, where it led to the biggest increase in Just Eat delivered fastfood and the campaign's effect on Just Eat's brand awareness and brand perception.