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."

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

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.

A campaign effectiveness study first aims to assess unaided and aided awareness of the specific product or service to achieve a benchmark measure of the campaign. Then it determines if the advertising has increased awareness of the brand or service, improved consumer interest in the product or service, and ultimately if the advertising will result in a net gain of consumers. This approach is also known as pre/post campaign tracking and it is a valuable tool when developing and maintaining your advertising campaigns.

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The research
The outcome

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.

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