By Boris Zatezalo, Client Partner Lead Facebook
Httpool, Meta’s official partner in Croatia, offers both advertisers and clients the opportunity to use the Brand Lift Studio. This is exclusively available in Croatia through Httpool.
With such a large pool of brands across the market searching for their moment in the sun, each aims to persuade users that they are the best fit for them. In this mighty competitive environment, any tactics and advice that can help win this favor is worth pursuing, so why not leverage the guidance of a brand lift study?
The digital marketing environment involves the use of countless metrics, such as click through rates, impressions, and views, among other traditional forms. These metrics indicate how many times a user has either clicked on your ad, shared/shown your ad, or viewed it. The data provides a great learning platform to understand interactions with brands, but is this still enough in today’s world?
Further metrics such as ad recall, brand awareness, and consideration, however, can provide a more precise indication of campaign results. Although still based on the functionalities of traditional metrics, the above dive slightly deeper, providing more concrete results, and a chance for mistakes to be corrected. These are the foundation of a Brand Lift Study.
A Brand Lift Study provides guidance surrounding the response rate of target groups, and an understanding of whether the message has been taken in or not. In other words, a brand lift studio will measure the effect of an ad, based on the target group’s feedback, for any campaign.
How does it look? How does it work?
Facebook divides the selected target groups (for a specific campaign) into two groups.
- Group 1: The test group (exposed group) – Containing users who will be exposed to the campaign on Facebook platforms, and will be shown the ads.
- Group 2: Control group – Containing those who will not be exposed to the campaign on Facebook platforms, and not shown the ads. However, it is possible that they will not see the brand message – so it is desirable that during the brand lift study only one campaign is active so that messages from another campaign do not affect results.
Both groups will be asked a specific pool of brand questions related to this specific campaign, after which we will get results. Pool questions consist of 3 different questions that are grouped into three categories:
- Ad recall
- Brand awareness
The question from the Ad recall category is mandatory, whilst other categories offer several options or alternative questions that can be asked. A list of questions and variations can be found in the provided link.
It is important that the questions are asked in a meaningful way, that is, that they correspond to the goals of the campaign. If the goal of the campaign is to increase brand awareness then the questions should go in the direction of:
Have you heard of the xy brand?
Among the xy brands you prefer the most?
Use a language that the audience will understand and that will explain in a simple way what is expected of them.
Avoid two-part questions, for example:
- To rate the brand xy in characteristic 1 and characteristic 2
Also avoid questions whose answers would state that it is desirable, such as:
- Which brand do you associate with the characteristic 1
a) brand 1, b) brand 2, c) brands with characteristic 1, e) brand 4
Ensure that strong branding is displayed in the creative and encourage user impact within the first three seconds, especially if it’s a video. Moreover, make sure the video is understandable without sound and match the creatives with the audience.
Strong quality creatives are extremely important and should therefore be emphasized within campaigns.
You can see an example of a successful brand lift study at the following link.
The goal of the brand lift study was to highlight the ability of Barcaffe’s Black’n’easy coffee to sufficiently wake you up. The message variable was tested, alongside creatives, which were accompanied by instructions -creative scorecards- for its creation. The campaign was conducted across four markets and resulted in a high brand lift, demonstrating that those respondents subjected to the ads were able to successfully recall both the brand and ad after two days of exposure. The campaign featured a significant 90% of respondents exposed to the message, this is therefore an important parameter for the implementation of the study. The study presented a strong strategy, message, and creativity.
How do we interpret and analyse the results?
Once the brand lift is made it is time to interpret the results. For a brand lift to be classified as a significant metric, the lift must be above 90%. This tells us how many people saw the ads and how many responded to them. Another important metric to be considered is the lift percentage. The elevator study can be considered successful, i.e., demonstrating a positive lift amongst those who viewed the ad being able to recall this, compared with those who didn’t view the ad and recalled. Additionally, when interpreting the results, we can analyse each question from the set of questions asked and see those metrics.
Additional metrics include Influenced people, these are people who remember seeing an ad or remembering a brand. And the Cost per incremental person, meaning the cost per user for those who saw the ad, remember it, and the difference in the percentage from these people and those who remember the brand but did not see it.
Is the brand lift available for the Croatian market and what are the specifics?
- It is available and can only be done via Httpool.
- In addition to those cell lifts where one variable is tested, we can also do multi cell lifts where we can test multiple variables, creatives, placements and others.
- Budget per brand – for the Croatian market it is between 3-5k euros (for a month of the campaign)
- The minimum reach is 1 million people in Croatia, it is desirable to include more in order to eventually reach one million
- Duration: Minimum 14 days, preferably 30 days.