Pre/post brand metrics to measure campaign effects
How a pre/post campaign evaluation helped Just Eat measure whether their student activities in Italy were generating brand warmth
“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 gathered the data."
Liam Laville
Senior Insight Manager
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 to perform a campaign evaluation structured as a pre/post dip analysis to understand whether their student activities in Italy were generating any brand warmth/buzz.
The solution
A campaign evaluation 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
A campaign effectiveness study can be divided into pre, during and post campaign studies.
First, benchmarks are established to assess unaided and aided awareness of the specific product/service before the campaign.
Then, the during-campaign study can be included to evaluate how different metrics change while the campaign is live.
Lastly, the post-campaign evaluation is used to uncover insights on changes in awareness and consumer interest, and ultimately to determine if the advertising will result in a positive ROI.
The research
The data needed to calculate ROMI
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.