20121021-尼尔森-Reports_and_Insights_Case_Study_Real-time_Metrics_Drives_Purchase_Intent_for_Spirits_Marketer_Nielsen_2页_568kb

Real-time Metrics Drives Purchase Intent for Spirits Marketer - Summary

Core Content

This case study explores how Stolichnaya® Vodka, in partnership with Sharethrough, leveraged real-time metrics to measure and optimize the effectiveness of their branded video campaign aimed at increasing purchase intent among adults aged 21-34. The campaign, titled "The Most Original Night," featured three videos created in collaboration with Swedish director Jonas Åkerlund, emphasizing the brand's "original people, original vodka" message through edgy and surreal visuals.

The campaign utilized online video and social media as key channels, with the goal of organic discovery and sharing of content. To justify the investment in these digital tactics, the brand and its partner sought real-time data on brand lift, specifically purchase intent, to evaluate campaign performance and ROI.

Main Points

• Industry Context: The alcoholic beverages industry is increasingly turning to online video and social media for marketing, but needs to prove the effectiveness of these strategies through measurable brand lift.
• Campaign Objective: To raise awareness and drive purchase intent among adults 21-34.
• Partnership: Stolichnaya collaborated with Sharethrough, a native social video distribution platform, to distribute the videos and measure their impact.
• Measurement Tool: Nielsen Online Brand Effect (formerly Ad Catalyst) was used to provide real-time insights into brand lift metrics, allowing for in-flight optimization of the campaign.
• Results:
  • Achieved an overall 30.8% brand lift in purchase intent among viewers exposed to the videos through both paid placements and shared views.
  • The campaign outperformed other Beverage campaigns, generating lift more than double the average.

Key Information

• Creative Performance: The campaign's creative elements were evaluated in real-time, highlighting the effectiveness of the videos in driving brand lift.
• Performance Metrics: The solution provided insights into the performance of various campaign components, including creative, site, frequency, and audience segments.
• Conclusion: Real-time data is essential for optimizing brand-building campaigns. Without accurate measurement, significant advertising budgets can be misallocated.

Key Takeaways

• Video and Social Media Effectiveness: These platforms are powerful for brand building, but must be measured and optimized using the right metrics.
• Brand Lift Metrics: Branded efforts should be evaluated using brand lift metrics, not direct response metrics like click-through rates.
• Real-time Data Importance: Real-time insights enable advertisers to make informed decisions and ensure their campaigns deliver the intended brand impact.

Conclusion

The collaboration between Stolichnaya and Nielsen demonstrated the value of real-time measurement in assessing the effectiveness of digital campaigns. By using Nielsen Online Brand Effect, the brand was able to optimize its strategy and achieve a significant lift in purchase intent. This approach not only validated the campaign's success but also reinforced the need for accurate, actionable data in the evolving digital advertising landscape.