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.
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.
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 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 (in other words a net gain of consumers).
In short, a campaign effectiveness study determines if an ad has effectively increased awareness, increased purchase intent and improved reach of the target audience.
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.