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Brand Awareness Campaign Case Studies

Brand awareness can seem nebulous and enigmatic, but it isn’t that difficult to define. It refers to how people recognize and remember your business and it employs a range of strategies across a span of industries. How to measure brand awarenes s, however, is not always so simple to explain.

This is why case studies of successful brand awareness examples are so helpful. They show you which brand awareness strategies worked for others and highlight techniques that could work for your business too.

Taboola is a content discovery platform with a wealth of brand awareness case studies to inspire you. Here is a treasury of our best. It encompasses video and article campaigns and industries as diverse as fashion to finance, technology to travel.

These brand awareness case studies are organized by these objectives:

• Building brand recognition — generating brand awareness to promote products, expand audiences, increase viewability, and build brand affinity.
• Increasing engagement — generating brand awareness to drive clicks, website traffic, sign-ups, and leads.
• Scaling content — generating brand awareness to get more eyes on valuable content, such as blog posts, articles, and videos.
• Driving conversions and sales — generating brand awareness to lead audiences to convert, become high-quality leads, and complete purchases.

Search through these brand awareness case studies, learn from these successful campaigns, and find the strategies that should work best for your brand-awareness objectives.

Build Brand Recognition

Leading global insurance organization, American International Group, Inc. (AIG), wanted to educate consumers about its mortgage insurance options and potential savings. AIG partnered with Taboola to distribute videos across our network of premium publishers. Its campaign reached 400,000 people and uplifted purchase intent by 30% in just 30 days. After this campaign launched, AIG found that 50% of people who made a purchase had started their buyer journey via Taboola.

Ferratum Bank

Ferratum Bank, a new mobile banking service, needed to acquire new customers in a competitive finance market. The bank worked with Taboola to distribute blog content promoting its services. This brand awareness campaign reached 155 million people and generated over 74,000 clicks in six months, doubling Ferratum Bank’s website traffic.

Global Fast-Food Brand

A globally recognized fast-food chain, with over 15,000 locations, wanted to promote its new burger to a worldwide audience. The brand partnered with Taboola to distribute a branded-video series about the product. The result was a 58% video completion rate and 68% viewability — outperforming every other distribution platform.

Plated, a meal-delivery startup, wanted to expand its customer reach outside of its usual acquisition channels of social, search, and display. The brand leveraged Taboola’s technology to conduct A/B testing with the aim of finding the best content to share. As a result, Plated generated 1 billion impressions and 3.5 million clicks. The brand also saw a 12% increase in new member sign-ups, contributing to its performance-marketing goals.

Hear.com, an online leader in the hearing-aid industry, wanted to reach a targeted, niche audience at scale and drive traffic back to its site. By launching content on Taboola’s discovery network, Hear.com saw its traffic increase ten-fold in two years and it successfully launched in three new markets.

Whirlpool, one of the world’s largest manufacturers of home appliances, wanted to spread brand awareness in India through informative blog posts. With Taboola’s discovery platform, Whirlpool reached its target market, driving 20 million website visits in two months and more than 24,000 clicks.

The Jakarta Post

The Jakarta Post , a leading English-language daily newspaper in Indonesia, wanted to increase its readership outside of social media. The publisher used Taboola’s discovery platform to promote organic content, driving a 6% increase in monthly readers. Now, Taboola generates 7% of all monthly traffic, demonstrating the importance of brand awareness  campaigns.

Samsung Life

Samsung Life, Samsung’s insurance services arm, needed a new way to reach insurance customers and promote three of its products. The brand partnered with Taboola to drive an increase in brand awareness on a limited marketing budget. Taboola ran native ads for Samsung Life articles, helping people discover the brand. This drove over 13,000 new insurance quotes in six months.

The Dominican Republic Ministry of Tourism

The Dominican Republic Ministry of Tourism wanted to improve brand favorability by targeting U.S. travelers with promotional video content. After using Taboola’s branded video platform, the Dominican Republic Ministry of Tourism achieved an 18.9% increase in brand favorability, as measured through an email survey. According to analytics partner Millward Brown, that’s 17.7 points higher than the industry average.

International Airline

This best-in-class global airline wanted to expand its brand recognition through native video content. The airline partnered with the Taboola discovery platform to get its video in front of the right audiences. As a result, the brand increased video viewability by 80% and exceeded its brand awareness objectives  with 40% completion rates.

38 Case Studies From Brands That Have Succeeded With Taboola

Increase Engagement

Major U.S. Auto Brand

A major car manufacturer and distributor needed to increase brand recall and purchase intent for its new product model. The brand used Taboola’s content discovery platform to distribute its videos across premium publishers’ websites. As a result, the auto company increased video click-through-rate (CTR) by 27%, saw a whopping 74% viewability rate, and drove over 10,000 test drive sign-ups.

Avocados from Mexico

Avocados from Mexico, a non-profit, wanted to build brand awareness and increase website traffic on the open web. Taboola used predictive technology to target prospects at the exact time they were open to discovering something new. As a result, the company exceeded expectations for web traffic and increased leads by over 14%.

SolarQuotes

SolarQuotes, a solar energy resource for homeowners in Australia, wanted to scale and diversify its customer acquisition by improving website traffic. It partnered with Taboola to promote blog posts across premium publisher sites inside and outside of Australia. The outcome? A 100% increase in website traffic.

Secret Escapes

Secret Escapes, a members-only travel company, needed to target audiences and raise CTRs to its website content. Using the Taboola discovery platform to reach audiences across the web, Secret Escapes saw a 288% increase in CTR in just three months. The company even found that consumers arriving from Taboola were 31% more valuable than those arriving from display-advertising channels.

Scale Content

Imagination

Imagination, a full-service content-marketing agency, was eager to boost return on investment (ROI) for clients’ campaigns. The agency leveraged Taboola’s discovery network to promote website content and boost brand awareness. For one financial services client, Imagination generated more than 300 million impressions and 328,000 clicks, providing more scale and efficiency than Google Ads (AdWords) campaigns .

E-commerce site Boxed.com received media coverage on NBC’s The Today Show , and wanted to further increase its brand awareness online. Boxed worked with Taboola to promote this Today Show TV clip through native advertising . The brand generated over 1,400 sales and a 3.18% increase in conversions from that one video.

The Line, an online boutique, wanted to expand its brand awareness beyond word-of-mouth recommendations and email marketing. The company leveraged Taboola’s content discovery platform to promote its original content. As a result, the brand generated 72 million impressions in three months and saw a 100% increase in website traffic. Oh, and that email subscriber list? It also grew by 12%.

Drive Conversions and Sales

Jewelry company Pandora needed to build its brand among a new audience in France. The brand used the Taboola discovery platform to drive quality traffic to its website. It worked. Pandora tapped into this new market with its content and filled the top of the funnel , eventually driving a 130% increase in conversions.

Bombfell, a personal-styling service for men, used Taboola’s discovery platform to build brand awareness and scale its audience. The result was a 48% increase in website traffic and a massive 960% jump in mobile conversions, proving that brand awareness campaigns can drive ROI.

Parship, one of Europe’s biggest online dating services, needed to scale its audience and increase new, high-quality users. After distributing its landing pages through Taboola’s publisher network, Parship quickly increased its CTR by 113% and conversions by 80%.

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Brand Marketing Case Studies Continued

Digital provides today's brand advertisers and content creators with opportunities to tell compelling stories that engage audiences in new, exciting ways. This collection features brands and content creators that used video, display and social to drive innovation and connect with their consumers. They also drove impact—building awareness, influencing consideration, driving sales and ultimately growing loyalty. Learn about best practices, creative executions and how brands achieved success through digital.

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Youtube and broadway: a cinderella story, real beauty shines through: dove wins titanium grand prix, 163 million views on youtube, brand usa boosts travel intent 22% with 'discover america' campaign, us marine corps reaches their audience through youtube, obama for america persuades voters on youtube, universal technical institute uses youtube's trueview ads to drive student enrollment, lg germany's eye-catching awareness campaign with google, brand usa creates a unique digital experience with google catalogs in lightbox, extra space storage goes local at scale with google, spotco uses google engagement ads to promote broadway musical "once", oxfam finds success with google engagement ads, how travel oklahoma is bucking tradition to win visitors.

Brand Awareness Case Study: How AIM Technologies Transformed Eva Pharma’s Brand Visibility

In this brand awareness case study, we will delve into the collaboration between Eva Pharma and AIM Technologies, the owner of the AIM Insights Tool that is utilized by Eva Pharma. The study aims to explore how Eva Pharma, a leading pharmaceutical company, partnered with AIM Technologies to enhance its brand awareness. We will walk through the objectives, methodology, challenges, solutions, results, and benefits of using the AIM Insights tool.

Brand Awareness Case Study: Unveiling the Power of Data-Driven Strategies with Eva Pharma and AIM Technologies

Eva Pharma is a renowned pharmaceutical company with a wide range of healthcare products. Despite its strong presence in the market, the company sought to increase its brand awareness even further. To achieve this, Eva Pharma partnered with AIM Technologies , a cutting-edge company specializing in data analytics and brand intelligence.

AIM Technologies owns the AIM Insights Tool , which is a sophisticated platform designed to provide comprehensive insights into brand performance, market trends, and customer sentiments. The collaboration aimed to leverage the power of data and analytics to enhance Eva Pharma’s brand awareness strategies.

Objectives of the Brand Awareness Case Study

• Increasing Brand Visibility: Eva Pharma aimed to enhance its visibility across various digital and traditional channels to reach a broader audience.
• Understanding Customer Perception: The collaboration aimed to gain a deeper understanding of how customers perceive Eva Pharma’s brand and products.
• Identifying Market Trends: By utilizing the AIM Insights Tool, Eva Pharma intended to identify emerging market trends and stay ahead of the competition.
• Improving Marketing Strategies: The objective was to optimize marketing efforts based on data-driven insights and improve overall marketing performance.

Methodology

• Data Collection: AIM Insights Tool collected vast amounts of data from social media, online forums, blogs, news articles, and other sources to gauge public sentiment and brand mentions related to Eva Pharma.
• Sentiment Analysis: The AIM Insights Tool utilized advanced sentiment analysis algorithms to evaluate customer sentiments towards Eva Pharma.
• Competitor Analysis: The study included an in-depth analysis of Eva Pharma’s competitors to benchmark its brand awareness performance.
• Customer Surveys: Eva Pharma conducted surveys to gather direct feedback from its customers and potential customers.

Throughout the brand awareness case study, several challenges surfaced:

• Data Volume: The sheer volume of data collected posed challenges in sorting, analyzing, and deriving meaningful insights.
• Negative Sentiments: Addressing negative sentiments and managing brand reputation required a delicate approach.
• Identifying Relevant Data: Filtering out noise and identifying relevant data points from the vast dataset was crucial to avoid misinterpretation.

To overcome these challenges, Eva Pharma and AIM Technologies collaborated on the following solutions:

• Data Filtering Algorithm: AIM Insights Tool refined the data filtering algorithm to ensure only relevant data was considered for analysis.
• Sentiment Management Strategy: Eva Pharma implemented a comprehensive sentiment management strategy to address negative sentiments promptly.
• Human Touch: In addition to AI-driven analysis , the study incorporated human analysts to provide deeper context to the data.

Results: Key Findings from the Brand Awareness Case Study

The brand awareness case study led to significant outcomes:

• Increased Visibility: Eva Pharma’s brand visibility witnessed a notable increase across multiple platforms.
• Positive Sentiment Uplift: The sentiment analysis showed an overall improvement in positive customer sentiments.
• Competitive Insights: The study provided valuable insights into the strengths and weaknesses of Eva Pharma’s competitors.
• Refined Marketing Strategies: Data-driven marketing strategies resulted in more targeted and impactful campaigns.

Benefits of Using the AIM Insights Tool

The collaboration with AIM Technologies and the utilization of the AIM Insights Tool offered several benefits to Eva Pharma:

• Real-Time Data: The tool provided real-time data , enabling quick responses to emerging trends and issues.
• Data-Driven Decision Making: Eva Pharma could make well-informed decisions based on accurate data analysis.
• Improved Customer Engagement: The study allowed Eva Pharma to better engage with its audience, leading to enhanced customer loyalty.
• Enhanced Brand Reputation: Addressing negative sentiments promptly improved Eva Pharma’s brand reputation .
• Competitive Edge: By leveraging the insights obtained through the AIM Insights Tool, Eva Pharma gained a competitive edge in the market.

The brand awareness case study between Eva Pharma and AIM Technologies demonstrates the power of data-driven strategies in enhancing brand visibility and reputation. The collaboration resulted in significant improvements in customer sentiments, marketing strategies, and overall brand performance. By using the AIM Insights Tool, Eva Pharma successfully strengthened its brand presence in the market, positioning itself as a leader in the pharmaceutical industry.

Are you interested in boosting your brand awareness and gaining valuable insights like Eva Pharma did? Request a demo from AIM Technologies today and discover how the AIM Insights Tool can revolutionize your brand strategy.

Read more about other social media listening case studies:  Social Media Listening Case Study: How Aim Technologies’ Tool Empowered Vodafone Egypt for Business Growth

What is AIM Insights Tool?

• AIM Insights Tool is a sophisticated platform owned by AIM Technologies, providing comprehensive brand intelligence and data analytics to businesses.

How did Eva Pharma benefit from the collaboration?

• Eva Pharma gained several benefits, including increased brand visibility, improved customer engagement, and a competitive edge.

What were the challenges faced during the study?

• Challenges included managing the vast volume of data, addressing negative sentiments, and identifying relevant data points.

Did Eva Pharma’s brand reputation improve?

• Yes, addressing negative sentiments and utilizing data-driven strategies significantly improved Eva Pharma’s brand reputation.

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When it comes to brand building, awareness is critical, 3 minute read | june 2021.

Marketers have always been pressured to deliver measurable returns on their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. And to deliver, marketers should focus on balanced strategies that re-elevate upper-funnel, brand-building efforts that work in tandem with conversion-focused efforts.

There is no short-selling the importance of sales-driven marketing, but long-term business vitality requires more than short-term activations. Holistic marketing requires balance, and that’s something that an array of multinational companies realized after relying too heavily on sales-driven activations—even before the pandemic hit. Brands like Gap Inc., Adidas and Tripadvisor all made public statements in late 2019 about their need to do more to create and maintain long-term brand equity.

Compared with the alluring, immediate results of conversion-oriented marketing, brand building is slower to generate tangible returns. The returns, however, are meaningful—and measurable. In terms of actual sales, Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. While it might be easy to dismiss a single percent as immaterial, a 1% return on sales of $1 billion equates to $10 million, which is far from immaterial.

Upper-funnel marketing efforts also generate an array of ancillary benefits that can drive the efficiency of sales activations. For example, Nielsen recently measured how effective a financial services company’s marketing efforts were at driving sales across approximately 20 markets. At the onset, brand awareness and consideration for the brand varied across the different markets. At the end of the study, Nielsen found that the correlation between the upper funnel brand metrics and marketing efficiency was exceptionally strong (0.73). Accordingly, brands may find it worthwhile to build equity not only for the direct benefits to sales, but also for the indirect benefit coming from improving the efficiency of activation efforts.

In addition to the established benefits of brand building, long-term marketing efforts are growing increasingly important as traditional sources of brand equity are eroding. It’s easy to forget, for example, that visibility on a store shelf or on a physical sign provides a notable amount of brand equity. Brand owners may take these for granted, but that becomes a risky proposition when we consider that fewer people are shopping in physical stores and traveling past them. So when it comes down to it, staying top-of-mind with consumers could be the difference maker when a sale is at stake. In fact, Nielsen data shows that marketing accounts for 10%-35% of a brand’s equity.

The impact of equity loss is reflected in the differences in brand retention and the trial rates across traditional and digital channels. For example, in the U.S. consumer packaged goods (CPG) market, consumers say that 4.3% of their brick-and-mortar purchases involve a brand they had not purchased before, according to Nielsen Commspoint . For online purchases, the metric jumps to 12.1%. The increased rate of new brand purchase is entirely at the expense of brands that consumers use regularly.

This increased pressure on non-marketing sources of equity elevates the importance of marketing in preserving a brand’s health.

There is never a good time to stop advertising , but the need to drive awareness has never been more important for brands. Conversion-oriented marketing is appealing because it drives sales in this quarter, and the immediate gratification carries weight. But long-term business success requires more than repeat business among existing customers. And that’s why marketers should focus their efforts to ensure they insert a balanced share of voice in both their upper- and lower-funnel messaging.

For additional insights, download our recent Nielsen Brand Resonance white paper .

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What Is Brand Awareness? A glossary definition | plus 4 marketing examples with results

This article was published in the MarketingSherpa email newsletter .

Brand awareness measures how many of your ideal customers are acquainted with your company and its marketplace identifiers, such as your company name, product names, logo, positioning, etc., and how deeply they are acquainted with it.

Brands can build customer brand awareness with branding campaigns and promotional marketing tactics. Here is an example from a 2004 MarketingSherpa case study : “Five years ago, AFLAC – though a Fortune 500 company – had little name recognition beyond its shareholders. The name itself seemed difficult for people to remember. Today, thanks to a comic advertising campaign featuring a quacking duck, AFLAC is a household word, with a consumer awareness level of anywhere from 85% to 92%.”

Now let’s look at four much more recent case studies.

Quick Case Study #1: Digital advertising experiment increases CTR 252% for digital marketing consultancy

Flint McGlaughlin, shared a digital advertising experiment in Call to Action Strategy: This marketer changed three words to improve conversion by 300% .

“Target the essence of the prospect’s purchase intent,” McGlaughlin taught in the session and used this experiment as an example. You can learn more about that lesson and this experiment by watching the session, but here is a quick look at the experiment.

The MECLABS Institute team (parent organization of MarketingSherpa) worked with SEM Dynamics to test the ads. “When we initially submitted the ads for optimizations, we were entering into a rebranding period for our company. However, we had yet to test how our new logo would affect user engagement,” said Matthew Post, Co-founder, SEM Dynamics .

The control (original) ad had the SEM Dynamics logo, a line of copy that read “Tailored Marketing Programs That Get Results,” and a button with the call to action to “SET UP A FREE CONSULTATION.”

Creative Sample #1: Control ad for digital marketing consultant

The treatment replaced the original logo with the new logo, which included the tagline “Search Engine Marketing.”

Creative Sample #2: Ad treatment #1 for digital marketing consultant

The tagline helped the treatment ad do a better job of targeting the essence of the prospect’s purchase intent, thus Treatment #1 generated a 24% higher clickthrough rate (CTR). “After seeing the results, we were happy that the new logo provided greater clarity for our brand,” Post said.

The team then ran a test to determine if adding credibility would help improve results. They created a treatment that added the MECLABS seal and the words “MECLABS APPROVED” and tested it against the original control.

Creative Sample #3: Ad treatment #2 for digital marketing consultant

Treatment #2 generated a 71% higher CTR than the original control.

The team then created a third treatment, this time adding a visual to show that the digital marketing consultant is a BBB (Better Business Bureau) accredited business with an A+ rating, along with the new, higher-performing logo. They tested this treatment against the original control.

Creative Sample #4: Ad treatment #3 for digital marketing consultant

Treatment #3 generated a 252% higher CTR than the original control.

“After Flint took the extra step and increased the credibility in the ads, the depth in which credibility affects our industry became clear to us,” Post said. “We are using the takeaways of increasing clarity and credibility throughout the design process as we continue to transition toward our new brand.”

Quick Case Study #2: Local painter pivots advertising strategy, decreases CPL by 55%

Issac Hashimi launched his business, Paint All Stars, in February of this year. His team launched a digital marketing campaign to raise awareness of Paint All-Stars with high-intent homeowners who were looking to paint their houses. As a new business, Paint All Stars felt it was best to develop a high-volume strategy to increase profits as soon as possible. Specifically, they were targeting a minimum job size of $3,000 to ensure the team was focusing on highly profitable work.

“I wanted to start this business because I didn’t want a job that was going to control my future,” says Hashimi, Founder, Paint All Stars . “But I knew I needed help running my business and wanted help building an effective marketing strategy.”

A huge piece of closing the most profitable jobs is targeting the right areas. To start the campaign, the team did an income analysis of Jacksonville, Florida – Paint All Star’s hometown. Through this analysis, they were able to identify the top opportunity neighborhoods to go after. In addition to acquiring highly geo-targeted leads through home service aggregators like HomeAdvisor and Porch, they also launched Facebook and Instagram ads.

“Most new business owners rely heavily on organic marketing to get up and running,” says John Jacob, CEO and Founder, Hoist (Paint All Stars’ business building platform). “Despite relying so heavily on paid marketing, Issac [of] Paint All Stars has been operating his business quite profitably, which is rare for a new business owner. With under $23,500 in marketing spend, 13 percent of his revenue is allocated to marketing. This is in line with a healthy and mature painting business.”

Marketing Solution #1

One of the initial assumptions the team had about generating leads is that they would primarily rely upon aspirational marketing. In their marketing visuals, they showed big dream houses with beautiful lawns and gardens. Why? The goal was to inspire homeowners to attain a more beautiful and prominent living space. The thought was that, with this inspiration in place, homeowners would be more excited about the opportunity to purchase a sparkling coat of paint for their current house.

Here’s an example of this type of creative…

Creative Sample #5: Facebook ad for local painter

What they discovered, however, was that this often fell flat. Their cost-per-lead (CPL) on this ad, for example, was $89.43. It is possible to turn a profit with this CPL, but it’s difficult. Often, you’re going to be just breaking even.

Marketing Solution #2

Because of this, the team pivoted its strategy. Instead, they started utilizing content showing painters at work. Here’s an example…

Creative Sample #6: Facebook ad for local painter with new strategy

They complemented this ad by displaying the key traits of the Paint All Stars team as text on the image. The team wanted the ideal customer to come to the conclusion that in addition to competitive pricing, Paint All Stars is incredibly reliable and flexible.

CPL fell by 55%, down to $40.52, which is more profitable for the local painter.

Hashimi launched his business in February of this year. Although the typical painting business only does around $50,000 to $60,000 in revenue during its first six months, Hashimi has been able to do over $180,000. Most notably, he did $48,000 in revenue in July 2022 alone.

What the brand learned from this test to better serve the end customer

This test helped the team cement just how vital customer trust and connection are in the painting industry. Choosing a home painter isn’t like choosing a $50 product on Amazon that people know they can return. It’s a big investment (often $3,000 to $6,000) and relatively intimate because you’re letting people into your home for an extended period of time.

Rather than creating a grandiose vision of a huge, fancy house and convincing people to paint their home, the team discovered that it’s much better to find who’s already thinking about painting their home and connecting with them on a more personal level about why they can trust your company to make their dreams a reality.

Quick Case Study #3: OREO x McDonald’s influencer marketing campaign generates 298,000 engagements on Instagram for limited-time product

OREO and McDonald’s are doing pretty good on the brand awareness front. OK, that’s a pretty big understatement. These are some of the biggest brands in the world. So perhaps they don’t need to focus as much on brand awareness as a digital marketing consultancy or local painter?

Not the case. In addition to their overall brands, they have a slew of individual products that hunger for brand awareness as well. For example, OREO and McDonald’s wanted to promote the limited-time OREO Shamrock McFlurry – a combo of vanilla soft serve with McDonald’s Shamrock Shake flavor and OREO cookie pieces sold at McDonald’s restaurants.

Influencer marketing was a key part of the promotion strategy. “When relaunching our OREO Shamrock McFlurry, we wanted to create as much buzz around the product as possible to drive hungry consumers into McDonald’s locations nationwide,” said Justine Chapin, Marketing Services Manager, Mondelēz Foodservice (the foodservice arm of Mondelēz International, parent company of OREO). “We proposed the idea of having notable lifestyle and foodie influencers share how they ‘rock out’ the moment they taste the fresh OREO Shamrock McFlurry.

“To bring this campaign to life, our team recruited three top-tier lifestyle and foodie influencers to share an Instagram video or Reels of their ‘fresh spring moment’ trying the OREO Shamrock McFlurry,” said Tiffany Borland, Director of Brand Partnerships, HireInfluence (Mondelēz’s influencer marketing agency). “These influencers aligned with a targeted age demographic of 18 - 34 years old, and demonstrated proficiency in high-quality content, relatability and authenticity in relaying the brands’ message in a way that resonated with the target demographics.”

The three influencers selected were Zahra, Courtney, and Richard.

Zahra (zahr4 on Instagram) had 481,000 followers at the time of the campaign and shared one post, four stories, and one ad. Courtney (colormecourtney on Instagram) had 754,000 followers and shared one post, five stories, and two ads. Richard (hangryblogger on Instagram) had 167,000 followers and shared one post, four stories, and three ads.

The content creators promoted the #OREOShamROCKout campaign and showed audiences how refreshing and enjoyable the new OREO x McDonald’s offering was. The versatility of influencers allowed for the OREO Shamrock McFlurry to be seen by a variety of key audiences as it creatively built excitement and urgency for customers to get the OREO Shamrock McFlurry during its limited window of availability.

Creative Sample #7: Screen grab of Instagram video from Courtney

“While encouraging consumers to try our product, we were able to empower them to have as much fun as possible when consuming the minty OREO McFlurry,” Chapin said.

The campaign generated 1.7 million impressions, 1.3 million video viewers reached, 298,000 engagements, and 294,000 video views.

The sentiment surrounding the campaign showed an overwhelming amount of positivity (35% of language used) and joy-filled emotions (24%) as well as notable amounts of words associated with trust (12%) and anticipation (9%). The sentiment analytics results demonstrate an audience sentiment most associated with the following words: “love,” “cute,” “omg,” “mint,” “sparkles”, “yum”, and “green.”

Creative Sample #8: Reaction from Courtney’s followers on Instagram

“We believe the results were so fruitful because the campaign not only tied into McDonald’s campaign to focus on color play, but it also showcased how the McFlurry excited consumers. We wanted the campaign to depict the experience one can have when indulging in this limited-time menu item, through sharing authentic first-hand experiences,” Chapin said.

The team discovered that connecting with the ideal customer via social channels should include a mixture of in-feed posts with Instagram Stories – to maximize exposure, direct traffic, and increase the longevity of the content.

While Instagram Stories are best used to build context and direct traffic (via the link feature), Instagram feed posts performed marginally better than Instagram Stories by producing the highest average engagement figures with Instagram Reels. The feed posts also produced higher quality content that lives on the influencer’s feed for a longer period, getting continued exposure well after the campaign has ended.

In addition, the campaign performance demonstrated that the Bakery & Sweets, as well as the Family & Children vertical, are highly effective categories to target.

Quick Case Study #4: New position and strategy drive brand awareness, enabling laboratory insights company to 3x growth rate

The onset of the global COVID-19 pandemic put a spotlight on laboratory testing and results, creating a perfect opportunity for Avalon Healthcare Solutions to redefine the company’s brand and product offering.

The team went through a process that resulted in identifying where Avalon offers a breakthrough solution that is unrivaled in the industry, instead of competing in an existing market.

Avalon reintroduced its brand as the “World’s First Lab Insights Company.” The company changed its brand promise from helping health insurance companies save money on what they pay for lab testing. The new position focused on harnessing lab testing to pioneer a new era of value-driven healthcare by unlocking the potential of lab data to proactively drive appropriate care and enhance clinical outcomes for the healthcare ecosystem.

That’s a higher value to potential customers and the team hoped it would lead to a higher order of financial success.

This category, lab insights, positions Avalon as the first—and only—company to use lab test values collected across various healthcare encounters to create a more holistic picture of a population and individual’s health, resulting in the healthcare Triple Aim—better patient outcomes, at a lower cost, while improving the patient experience.

To communicate this new value, the team went through a complete rebrand with the creation of a new logo, brand colors, guidelines, tone, and positioning/messaging, necessitating a redesigned website.

Creative Sample #9: Previous website for laboratory insights company

Creative Sample #10: Redesigned website for laboratory insights company

The new website featured a “Resources” section that allowed the company to establish itself as a thought leader, offering content in the form of webinar recordings, white papers, and case studies.

The new brand positioning necessitated a new content marketing strategy to fill those resources. The team had to create content for Avalon’s target audience (the C-suite of health plans) that offered them a new way to solve a known problem.

“In this case, health plans’ known problem was the need to accelerate value-based care. Avalon offered them a new way to solve this by helping them understand they needed to think differently about lab testing. Previously, health plans did not place much attention [on] lab testing because they didn’t believe it was a large driver of healthcare costs,” said Holley Malia Miller, President & CEO, Grey Matter Marketing (Avalon’s PR and marketing agency).

Creative Sample #11: Previous webinar for laboratory insights company

Creative Sample #12: New webinar for laboratory insights company based on content strategy to support the re-branding

“Because this content was educational in nature – focused on a new way to solve an urgent known problem, we saw a 33% increase in LinkedIn followers and an average post engagement rate of 8.69%,” Miller said.

Website pageviews increased by 430% year-over-year, and website sessions increased by 363% year-over-year. The retooled webinar series saw registrations triple in just six months.

The new category approach also helped drive a 49% growth in talent acquisition.

All these results were built on an improvement to the product offering itself – the insight mining process that led to the rebranding helped to uncover a product development pathway that would generate a 2x to 3x increase in value to its clients compared to its existing product offering.  

"The investment in category design should have happened sooner for Avalon. Having a clear understanding of who we are and why we need to exist is fundamental. Lab Insights is much bigger and better than where we were in the laboratory benefit management category. We now have something to speak to the prospect's CMO about. We now have some sizzle to drive new growth and revenue. This new category is the reason that Avalon has seen three times the growth rate in the past two years,” said Bill Kerr, CEO, Avalon Healthcare Solutions .

Related resources

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9 LinkedIn Ad Case Studies That Marketers Can Learn From

Updated: July 01, 2020

Published: June 29, 2020

When you think about social media marketing, what's the first platform that comes to mind? For many marketers, it's probably Facebook or Instagram. But if I were to pick one, I'd go with LinkedIn.

Why? Well, first, LinkedIn is an amazing platform to use for brand awareness. Their Business Solutions offer a variety of ad types, like photo or video. Ads are visible to the platform's 630 million users , and the unique optimization tools, like audience targeting, ensure Ads reach qualified leads.

Second, LinkedIn's Business Solutions are expansive . There's a lot of opportunity for ad customization and budgeting — which is helpful if you’re not quite sure which ad is right for your strategy.

That's where my third reason for loving LinkedIn comes in: case studies.

Case studies often explain the thinking, process, and analysis behind how a team or business uses a product or solution. Marketing case studies usually focus on specific verticals, industries, or solutions.

Want to learn more about LinkedIn Ads ? Their case studies are a good place to start. Let’s walk through a few.

LinkedIn Ads Case Studies

These case studies will dive into every ad type LinkedIn has to offer and what those corresponding campaigns look like. LinkedIn offers four ad types: Dynamic, Sponsored, Text, and Message.

Dynamic Ads change based on the interests of LinkedIn members. They come in four formats and offer the most opportunity for personalization. Use this ad type, if you want to create highly stylized Ads for your campaign.

While Dynamic Ads can be shown in a variety of places on LinkedIn, Sponsored Ads are shown only in the main feed. They're similar to other channels in which ads blend into a user's main screen.

Text and Message Ads live on users’ main screens too — just in less obvious places. A Text Ad shows up in a member's right column, where other promoted content lives, while Message Ads are sent directly to inboxes.

Let’s look at a few companies that are at all levels of LinkedIn advertising expertise as well as companies with a variety of budgets.

Are you ready to see them in action?

LinkedIn Dynamic Ads Case Studies

Dynamic Ads use data about LinkedIn member interests to show them personalized Ads. The content of the ad, like copy or photos, changes based on that data. LinkedIn members can configure what's collected by LinkedIn to personalize the Dynamic Ad experience from the main feed.

LinkedIn's Dynamic Ads come in four formats:

It's likely that you've come across one of these ads on LinkedIn before. With so many versions, it's almost impossible not to see a job ad to your right, or a spotlight ad in the middle of the homepage.

If you've always wondered if those ads were successful, here are a few examples.

1. NerdWallet's Follower Ads

Finding top technology talent isn't an easy task — with so many qualified applicants, and even more competition, Companies like NerdWallet , which gives customers personalized financial advice, need help finding prospects.

In 2019, NerdWallet used LinkedIn Pages as a recruiting tool. LinkedIn's emphasis on professional content makes Pages the perfect place for them to promote its company culture.

Follower Ads about the company's self-proclaimed "nerdy" company culture would bring interested LinkedIn members to their Careers Page, where jobs are posted.

Image Source

“We're building recognition of our company and talent brand among industry peers. Through LinkedIn, we've even been able to reach VP-level members. That's not easy to do anywhere else," says Vivian Chen of NerdWallet's Brand Marketing team.

Results: NerdWallet's most popular posts usually center around company culture. One of NerdWallet's communication managers notes that employee-centric posts provide a genuine depiction of working there. Visible representatives can recruit those who can see themselves joining a team like NerdWallet's.

Takeaways: LinkedIn allows marketers to use the platform differently from other social media channels. If none of your other social pages allow for work-related content. Consider using Company Pages to spotlight company culture, and Promote them using Follower Ads just like NerdWallet did. These Dynamic Ads will change based on audience interest, so your transparent, company-related content will reach potential talent and followers.

2. ESCP Europe's Spotlight Ads

The World's First Business School, ESCP Europe , wanted to generate applicants for their Masters Degree in European Business in addition to building a global leads pipeline. They used Spotlight Ads, like the one below, to engage prospective students:

Spotlight Ads offer valuable content with which to target audiences. This ad, giving scholarship information, is perfect for gaining leads from a landing page. ESCP used LinkedIn Spotlight Ads because they’re a great platform for reaching higher education students.

"Precise profile targeting has led to quality results, which have converted in record time," says Rachel Maguer , the Director of Marketing and business Development at ESCP Europe. The company wanted to see a conversation rate of one completed application per 100 leads, in addition to generating at least 250 high-quality leads for their degree program.

Results: So, did ESCP make the grade? As a result of this campaign, ESCP Europe saw over two million impressions from potential students. Additionally, the ads led to a conversion rate of almost 14% — almost twice as much as the intended goal.

In total, ESCP generated 40 more leads over goal and found three countries that topped their qualified leads, solidifying the plan for a global lead pipeline.

Takeaways: Staying customer-focused with ads helped ESCP Europe secure almost 300 applicants. Ads showed images of current students enjoying the beautiful campus. Spotlight Ads accrued the leads, and ESCP Europe nurtured them through to conversion with follow-up calls and interview next steps.

Use Spotlight Ads to identify quality leads in global markets, and nurture them by providing valuable content to audiences in a Dynamic Ad format.

3. Snagajob's Job Ads

Snagajob , formerly known as Snag, is a source for finding hourly work. Because the platform is for job discovery, it's not hard to guess that when opportunities open, Snagajob's team wants people to know. To help, the company turned to LinkedIn for lead generation and ads to capture the attention of their target audience.

The company's ideal customers — business owners and managers — are on LinkedIn. The Job and Video Ads showcased Snagajob's deep understanding of customer behavior: that decision makers often don't have enough time. As a result, ads are short, explain the service's value, and are visually stunning:

Results: Snagajob's marketers had a hunch that Job and Video Ads would be successful for compelling busy professionals, and they were correct. Their campaign saw an 84% rise in converted leads. They earned more applicants and gained quality leads, all while lowering their cost of ad spend.

Takeaways: When targeted Ads are used in a calculated way, like Snagajob's, they're not a waste in ad spend. Additionally, Job Ads let people outside of a member's network know that companies in their industry are hiring.

4. Noodle's Content Ads

Noodle.ai provides artificial intelligence services to businesses, helping them become more efficient. To build brand awareness, Noodle.ai's marketers decided to use Content Ads to connect with their target audience of C-level executives.

In 2018, Noodle used LinkedIn's ad tools to solidify a lead pipeline. Content Ads, which promote downloadable content that automatically generate leads, were an excellent method to reach supply chain executives.

The Content Ad above promotes an ebook about supply chain management. Noodle.ai's team found that their target audience responds to content that helps executives understand their expertise.

Results: Noodle.ai saw three times better ROI than other marketing methods. In addition, CTR soared to up to three times higher on Noodle.ai's paid content and obtained 40% of qualified leads from the channel overall.

Takeaways: LinkedIn has now become a prime tool for identifying Noodle.ai's leads. By using Content Ads, Noodle.ai's marketing strategy is now a refined, reliable process for team cohesion.

Use Content Ads as a scalable marketing choice — as Noodle.ai grows, their marketing efforts with LinkedIn can grow as well. Remember, Content Ads are only available by contacting a LinkedIn representative .

LinkedIn Sponsored Ads Case Studies

Sponsored Ads appear in the news feed of LinkedIn members. They blend into feeds, but are notated by a supporting headline. Sponsored content includes single image ads, video ads, and carousel ads. Let's look at examples of each.

5. Kate Spade New York's Single Image Ads

Before 2019, designer brand Kate Spade New York (KSNY) never had ad campaigns on LinkedIn.

It wasn't until the company's team identified customers for their smartwatch on the platform that LinkedIn was considered for advertising. Krista Neuhas , senior director of global digital marketing for KSNY, says, "It’s important to us that the message we are sharing with consumers fits on the platform we are using."

Initially, the goal of the campaign was to drive traffic. The team decided to run a single image ad that featured actress Busy Philipps wearing the watch. The supporting copy tells the busy working woman that the new watch does everything they need:

The single image ad was used to spread brand awareness and showcase the new launch. It was part of a strategy that aimed to reach the right type of professional with the right messaging, and a simple image did the trick. Let's see how the ad campaign went for KSNY.

Results: The Busy Philipps ad made impressions with 143,000 audience members. It also earned a 2.44% engagement rate and 1.78% CTR. Total engagement numbers reached 5,000. Kate Spade New York hit a home run with their smartwatch ad — In fact, out of four platforms used for the campaign, LinkedIn members produced the highest CTR.

Takeaways: B2C content has a place on LinkedIn . Most audiences are part of the professional landscape in some way, so engaging them on LinkedIn can be useful. Start with a single brand awareness ad, like KSNY, to gauge engagement.

Ultimately though, remember that if framing marketing in the right context, like the smartwatch and its copy, the right customers can be reached.

6. Corporate Visions' Carousel Ads

If you've seen Carousel Ads on other platforms, they're similar on LinkedIn. These Ads allow for multiple images to appear in the same post. Carousel Ads are great for lead generation because target customers see multiple iterations of offerings which helps to pique their interest.

B2B training company Corporate Visions had a large audience on LinkedIn. Their ideal customer is a decision-maker in customer service, sales, or marketing. Even so, the leads they were earning weren’t qualified, and they quickly identified they had a content problem.

To make content their audience would enjoy, Corporate Visions' marketing team used LinkedIn's targeting tools to research their target market's demographics. They identified previous ads that performed well and produced the most high-quality leads: carousels.

With this information, the team moved forward with a carousel campaign. Carousel Ads from Corporate Visions give quick, actionable tips to their audience about the B2B industry, like this one below.

This campaign was optimized with LinkedIn's Conversion Tracker . This function tracks audience behavior and allows small changes to be made. Advertisers on LinkedIn can target members based on job title, seniority, and company size, so Corporate Visions was able to get very specific with who was seeing their ad.

Results: Corporate Visions saw a doubled increase in ROI after optimizing their Ads and reaching the right customers. The company has also seen a 116% increase in qualified leads year-over-year, making the new carousel strategy a success.

Takeaways: Companies could be leveraging LinkedIn Ads but not optimizing them or tracking conversions. When Corporate Visions learned about customer behavior on LinkedIn, they were able to identify how to earn the most leads with the platform. Look at campaign performance and study the reactions of your audience — is there a way to better reach them?

7. Automation Anywhere's Video Ads

Automation Anywhere builds software bots that do repetitive tasks so humans can spend time in other places. When the time came to advertise the biggest launch in the history of their company, Automation Anywhere sought to use LinkedIn's live broadcasting feature to announce their product.

The goal for the campaign was to build the most awareness possible. Automation Anywhere's Company Page had over 100,000 followers and an active community, so they posted a teaser to test video ROI. Two minutes later, the video had over 300 comments . Their marketers knew they'd made a great choice.

Automation Anywhere's official LinkedIn Live broadcast included repurposed content, drawing clips from previous videos to attract leads. But how did the broadcast perform?

Results: When the broadcast went live, the response was almost immediate. Within a few minutes, they had 400 comments from interested viewers. At the end of the broadcast, there were one thousand.

Though the product launch announcement ran across multiple platforms, 78% of viewers came from LinkedIn Live.

The team at Automation Anywhere engaged with their community and had meaningful conversations about the product. Having a team of product marketers talk to followers was big for building customer relationships and providing valuable messaging.

Takeaways: Consider hosting a broadcast similar to Automation Anywhere’s. Maybe there's no launch coming up, but consider producing a live Q&A or webinar. Automation Anywhere's team was blown away by the response from their community with a video; Maybe yours will be just as active.

LinkedIn Text and Message Ads

LinkedIn Text Ads show up in the right module of the main feed and give members a bolded CTA as a headline and a supporting sentence. They're easy to create, pick a target audience, and track leads.

Message Ads are a bit different — they're sent to a LinkedIn member's inbox. This gives advertisers the ability to communicate directly with leads, without a character limit. There are also tools to beef up a message's impact, like adding a form into the message.

Instead of a busy email inbox, LinkedIn Messages are less cluttered, leaving messages more room to be seen. And with the Conversion Tracker, keep track of who's engaging with and converting from your Ads.

8. Design Pickle's Text Ads

Let's see how graphic design company, Design Pickle , earned over $1 million in revenue with Text Ads. The company is a subscription service, but instead of food or makeup, customers are set up with professional graphic designers.

As part of a small business that aimed to increase plan subscriptions, Design Pickle's marketers had to keep their strategy cost-effective. The team decided to use Message Ads to retarget website visitors.

LinkedIn's tools identified a target audience closely matching the company's persona, so the marketers were able to personalize ads for a specific, ideal market.

The emphasis on targeting proved to be effective. Message Ads addressed company stakeholders making buying decisions. Copy like, "Save $37,000 On Design" is eye-catching and grabs a user's attention.

So, did the low-key ads bring high-yield results for Design Pickle?

Results: This campaign led to 463 new signups, 64 of them for premium subscription plans, leading to an estimated $1.8 million in revenue . As for cost effectiveness, LinkedIn provided the lowest average cost per signup by 19% when looking at the campaign across platforms.

Takeaways: Sometimes, it doesn't take a big, flashy ad to make an impact. Design Pickle is a graphic design company and earned over a million dollars with two-sentence ads. When audience targeting and retargeting happens on LinkedIn, companies can reach a large audience and re-engage leads.

9. VistaVu Solutions' Message Ads

VistaVu Solutions is a B2B company that was struggling with brand awareness. We've seen how LinkedIn's unique audience targeting tools impacts visibility for companies, so let's see if that rings true for this company.

In addition to boosting brand awareness, VistaVu's marketers aimed to generate leads and increase brand credibility with compelling Ads. VistaVu's team chose LinkedIn because their niche audience — oilfield industry leaders — was active on the platform.

To make their brand stand out from the competition, VistaVu's marketing managers decided to use Message Ads to amplify their unique company and its value. To make sure the team was targeting the right audience within the oilfield industry, LinkedIn's tools filtered audiences to make that happen.

The message itself was an ebook offer, and included a CTA with a download link. Because there's no character limit, the body text was able to properly introduce the company, its area of expertise, and the ebook.

Results: As a result of the messages campaign, VistaVu earned a 23.8% conversion rate , and cut ad spend by 75%. Using LinkedIn as opposed to other platforms earned the company five times more generated leads and led to twice as many conversions.

Takeaways: LinkedIn as an advertising platform doesn't limit efforts to just main feeds. Building brand awareness by using Message Ads allows for ample text to introduce a company to prospects.

Case studies can be extremely helpful for a real-life example of strategies you've never tried. You can visualize how a campaign looks and the tools to help you get there.

Be sure to pick a case study that's recent and comes with both qualitative and quantitative data. When it comes to ads, numbers and percentages are important, but so are strategy details. Recent studies will give you the most accurate numbers and processes for advertising.

If I want a relevant case study about social media, I start with the website itself. Every social media platform I've used has a section for case studies. For those that don't, I look at other articles, like this one about Facebook case studies .

Now that you know how to pick out a case study, and what a LinkedIn Ad strategy can look like, maybe for your next LinkedIn campaign, you can conduct your own case study. Try it, and see what you learn.

Don't forget to share this post!

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Top 4 Ways for Increasing Brand Awareness [Case Studies Included]

Ever wondered when you’re ordering a drink at a fast-food restaurant, you ask for a coke instead of cola? Or even when you cut yourself, you look for a Band-Aid and not a plastic bandage .

These extremely popular terms are proprietary eponyms also called genericized trademark. These brands have become so famous that they’ve replaced seemingly generic terms with their brand names to describe a product.

Without a doubt, they’ve reached the apex of brand awareness .

You must be thinking, is it just a matter of having one genius idea that no one else ever thought about? Or that these enormously successful brands are started by billionaires who have all the money in the world to create something which we could only dream of?

The answer is “No”. Epic brand recognition doesn’t need to be a struggle anymore. And let’s get this straight , you don’t always need a MASSIVE budget and/or LARGE billboards or EXPENSIVE TV ads to make people become aware of your brand.

All you really need is a pinch of CREATIVITY in your brand awareness strategy.

This article will explain everything you need to boost awareness of your brand. You can boost your BRAND RECOGNITION using simple and easy digital marketing hacks, where you run a targeted campaign without wasting any money.

1. Idea: Create Infographics

Fact check: “ Our brains process images 60,000 times faster than text. “

[ SOURCE: Fast Company ]

It’s always fun to look at colorful designs than it is to read plain text. Colors can make either subtle or drastic adjustments in our emotional state. They have a deep impact on our emotions and that is critical no matter if you are making a logo or an infographic for your website.

This is the reason infographics are the most effective branding technique when it comes to convincing and engaging the audience.

Infographic marketing is a content marketing tactic- a bright and powerful way to display interesting data and statistics for viewers. It converts dry and boring plain text into captivating and visually compelling information.

Let’s be honest, people avoid reading the bulk of plain text and pages with words and words only.

Tools you can use to make infographics:

• Adobe Illustrator

Case Study: KISSmetrics- a customer engagement automation platform – use infographics to increase brand visibility.

In just two years, the company created 47 infographics, like this one about how page-loading time can cost you.

Within the two-year period, they’ve generated 2.5 million visitors!

Lesson: Digestible infographics can make complex data easy to understand in a visual format, you can get millions of visitors to your website.

2. Idea: Referral Programs

Fun Fact: “92% of consumers trust referrals from people they know – Nielsen.“ [Source: Annex Cloud ]

Your audience will gladly spread the word of your product or service when they know they’ll get an extra perk. When these programs are correctly implemented, they build trust with your audience, more so than any traditional advertising will.

After all, you’re more likely to use a product when a friend refers you to it. So let the users do a little marketing for your brand.

Case study: Dropbox is a perfect example of how smart referral programs can growth hack a business.

They made it really easy for those signing up to refer a friend and even incentivized them with extra storage. (up to 16 GB).

Results? A 60% increase in SIGN-UPS!

Lesson: Referral program can be a game-changer if implemented correctly. It can help generate tons of word-of-mouth, deliver a huge number of sign-ups and save countless advertising money.

3. Idea: Create a Freebie Strategy

Who doesn’t love free stuff right?

In a freebie strategy, the company offers a low-cost product or it even gives it away for free. But always bear in mind that if starting a freebie marketing strategy for your brand awareness, ask yourself what will it bring value to others, in return for something of value to you.

Basically, you want to offer anything that’s going to give your ideal client a quick win and full of value. You can give freebies to your special customers who are most involved with your business and get the biggest prizes.

Case Study: Uber not only offered discounts to its customers on the first few rides but also provided free rides to well-connected attendees. Their aim of this exercise was simple, to let the customers have a taste of their service.

Offering a freemium option allows customers to get a taste of your brand and product or service before making a purchase.

Lesson: It all depends on your type of business and product offer, freemium offers may be the best way to raise awareness of your brand among your audience. You just have to provide a wow experience to your ideal customers free of charge in some clever ways.

4. Idea: Make it Social and Personal

Let your consumer experience your personality through your advertising. You just have to think of clever ways of establishing your brand as a person. All you have to do in the first step is to define your narrative to give your brand a personality.

This is a great strategy where you have an opportunity to mix your traditional marketing campaigns with brand awareness campaigns.

Case Study: At this age, we cannot resist reading online reviews before purchasing anything. Yelp went one step ahead with creativity and added a human element to the reviewer’s experience by simply building a profile behind each one. In this way, reviews became more trustworthy, and reviewers feel like they were becoming part of a community. Resultantly, Yelp has since accumulated over 142 million reviews.

Lesson: Make your user experience more human and personal. Try building communities that enable your customers to communicate with each other, allowing them to learn from their experiences and interact over a common interest.

CAUTION: The One Big Mistake You Can’t Afford to Make

Brand awareness isn’t about promoting one’s self, it’s about focusing on the needs and pain points of the audience. Remember too much self-promotional or uninteresting content is also listed as a specific turn off. And just so you know, according to Buzzstream, 45% of consumers will unfollow a brand on social media if their platform is dominated by too much self-promotion.

These hacks are better than their more expensive counterparts for establishing and building awareness for your brand.

Also, encourage your employees to have a personal brand of themselves because statistics show that leads generated via employee social marketing initiatives convert at least 7 times more frequently than other leads.

Eventually, you will find yourself with a loyal audience that recognizes your brand among competitors, they will choose your brand over your competitors time and time again.

Over to You

Brand awareness is a powerful albeit vague concept that can have a huge impact on your marketing related efforts, consumer perception, and revenue.

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The Definitive Guide to Brand Awareness Studies

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The goal of most brand awareness studies is to answer this one question:

What percentage of my target market is aware of my brand?

Other brand health studies are crucial to forming a complete marketing strategy, but measuring your brand’s market Recognition and Recall is the best first step.

Why is this metric so important? Easy. It is integral to the topmost section of the customer purchase funnel and dictates how large that section is:

You can only get out of the funnel as much as you put in, so it’s important to know how your brand awareness stacks up with the competition.

Two Types of Brand Awareness: Recognition vs. Recall

Brand awareness measures the extent to which consumers are familiar with your brand and product. As consumers we’re aware of brands in different ways — with some brands we’re reminded of our familiarity with them upon hearing it’s name, or seeing it’s logo in store aisles. Other brands enjoy “top of mind” status, which puts them immediately at the forefront when it comes time to make a purchase.

Brand Recognition (Aided Research)

These studies measure the ability for customers to recognize your brand from a list of brands shown. Brand recognition levels are crucial in scenarios where customers are presented with a selection of products from various brands, such as at the supermarket. Unless the customer has a “top of mind” selection, they will automatically recognize the brands where a level of familiarity already exists.

For example, you may purchase motor oil so infrequently that you’d be hard-pressed to recite the name of one brand off the top of your head. However, one quick scan of the selection at the local auto parts store and you just might find yourself leaning towards the familiar looking one in the bright yellow container. 

Brand recognition levels are especially important for newer companies and brands who do not yet have a solidified presence in the market.

Brand Recall (Unaided Research)

These studies measure the ability of customers to summon the name of your brand without having it appear in a list first. This means that an open-ended question must be used. Brand recall question types provide a higher “hurdle” than aided research. This means you will gather higher quality data from this method. A higher correlation is typically found between consumer preference and the results of an unaided study versus a lower correlation than with an aided one.

Where possible, data collection through unaided question types is much more preferable compared to aided questionnaires.

Four Additional Types of Brand Awareness & Health Studies

Brand awareness measures the percentage of your target market that is aware of your brand, but intelligence that you collect for changes in your marketing strategy cannot be fed by this alone. Your brand has an image, but are your brand’s attributes that you work so hard to market being reflected in the sentiments of those already aware of your brand? Let’s take a look at various brand health studies that in conjunction can be used to form your marketing strategy:

• Brand Image Study: Gather internal and external feedback to see how closely your customer’s perception matches the Brand Identity that you’re trying to cultivate.
• Brand Trust Study: In an era of data breaches, keeping tabs on your levels of brand trust is key. If your brand doesn’t appear trustworthy, you will have difficulty retaining customers.
• Brand Loyalty Study: Loyal customers can become evangelists, but you need to consistently track loyalty levels to determine how often this transformation is happening.
• Customer Profile Study: Changes in your core customer base may signal the need for a pivot, either in the product or your marketing messages (or both).

Two Ways to Conduct Your Brand Awareness Study: Online and Telephone Surveys

The example questions above are commonly found in online surveys. Increasingly, this has become a popular choice for studies of all kinds, brand studies included. Many people have web-oriented jobs and coupled with smartphones users have access to the internet for hours and hours per day. Respondents rarely plan their day to include survey-taking, but when the convenience level is so high they’re happy to share their opinion.

Advantages of Online Surveys for your Brand Awareness Study

• They offer the ultimate in convenience: participants can respond almost any time.
• Lower costs compared to telephone and in-person field studies.
• Fast field times to gather your representative sample.

Disadvantages of Online Surveys for your Brand Awareness Study

• Anonymity is more common: many online panel services do not allow for personally identifiable information to be collected.
• No live person to clarify questions.
• Technology requirements (access to a fast, web-connected laptop /smartphone) can make certain segments of the population almost impossible to reach.

Advantages of Telephone Surveys for your Brand Awareness Study

• Great ability to target a specific number of respondents within a narrow demographic or geo location.
• In certain studies it can allow for more in-depth probing of the respondent.
• Respondents can more readily decide to share their personal information.

Disadvantages of Telephone Surveys for your Brand Awareness Study

• Typically much more costly than online surveys.
• Fields times to capture your entire sample audience can be considerably longer.

Online Surveys: Best Practices for Brand Awareness Studies

Online surveys provide are an affordable option to provide high quality data for your brand health study. Unbiased results can be captured with quick field times, but only if you protect yourself from some common pitfalls and follow some best practices. Online survey creation platforms abound online, such as Alchemer, SurveyMonkey, and Qualtrics, to name a few. Whether you are using an online panel provider (recommended) or you have purchased an email list (not recommended), these best practices apply all the same.

Reach Your Target Audience, Use Disqualifying Questions

Even if the online panel company you’ve chosen to run your car brand study through claims that it can target those who are in the market to purchase a car with the next 12 months, given the margin of error that exists within panel companies you’ll still want to asked a question early in the survey confirming that this is the case. Online survey software typically provides “logic” features that automatically perform the disqualifications.

Use Audience Quotas

Basic demographics, such as age, gender, location and ethnicity should be asked as questions in your survey. If you plan to segment your some or all of these demographics it’s highly recommended that quotas are created for each of these. The only way to ensure that your quotas are accurate are to qualify the respondent through these questions on demographics. Online panel provides offer census data with regards to age, gender, location and ethnicity, which you can use to create your quotas. 

Use Unaided Question Types

As discussed previously, unaided questions provide data of a higher purity, since respondents must make top of mind recollections. Aided questions creates the opportunity for a margin of guesswork from your respondents.

Protect Yourself Against Bad Data

Most high quality online survey creation platforms feature tools that automatically quarantine low quality responses. Here are the main culprits that these data cleaning tools typically target:

• Speeders: Those whose survey completion times come in much lower than the average of all respondents of your survey.
• Straight-liners/Patterned Responses: Applies to check box questions — those who select all options within a single column, or follow a particular pattern (i.e. a zigzag pattern is known as “christmas treeing”):
• Gibberish and One-word Open Text Responses: Necessary for unaided questions is for respondents to share information in their own words. Entries that do not form words (gibberish) or consist of only ONE word can “cleaned” out of your data-set.
• Utilize Trap/Red Herring Questions: to protect against bots, as well as those who are answering your survey without actually reading your questions, can be weeded-out uses questions that have obvious answers:

Most online panel providers will provide replacement completes for these types of problematic answers, but it’s best to arrange for this ahead of time with the panel company before your study launches.

Run Your Brand Awareness Study Before a New Marketing Campaign

The results of brand awareness studies can serve as fantastic benchmarks. Placed as bookends around a major marketing effort, these studies can provide fantastic indicators on the performance of your initiative. At a minimum brand awareness surveys should be run once a year, but other opportunities arise as you assess the strengths and weaknesses of your product. SWOT analysis is perfect for this. SWOT is a structured planning method used to evaluate the strengths, weaknesses, opportunities and threats facing business ventures.

• Strengths: What are the attributes of your brand that it an advantage over others?
• Weaknesses: What attributes put it at a disadvantage relative to others
• Opportunities: what does the organizations stand to gain from this venture
• Threats: what could cause trouble for the organization as a result of this venture.

With SWOT many of the opportunities and threats are defined based on the strengths and weaknesses of your brand. But what if your strengths and weaknesses haven’t been affirmed by an external audience? A brand awareness study is a perfect tool to ensure that your perceived strengths and perceived weaknesses are reflected by the opinions in the market.

As Brand Awareness Increases, so Does Brand Preference

As increased awareness is unarguably a good for your brand, it stands to reason that there is a direct correlation here with brand preference. In fact, there have been multiple studies performed that document this correlation. A study conducted by Cahners Research involved 23,341 businesses and found the following results. With almost a direct ratio, brand preference rose along with brand awareness:

Image courtesy of www.5metacom.com

Want to Learn More About Brand Awareness Surveys?

Check out this blog entry: Why Brand Awareness Surveys Are Critical For An Effective Marketing Plan

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Home Blog How To Perform A Brand Awareness Study

How To Perform A Brand Awareness Study

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We perform brand awareness studies because a brand is such an important thing.

Studies show the stronger a brand’s awareness, the more likely people are to buy it. In fact, brand awareness has positive impacts on customer lifetime values (LTV) and customer acquisition costs (CAC).

Why? Because trust matters. And a brand, if anything, is a way for companies to tell you what you can trust them to do. It’s the product of years of deliberate work on very tangible things (e.g. quality, consistency, availability) marketed in a particular way (e.g. positioning, messaging).

This is why we do brand awareness studies . They objectively measure how many people know about you. And, they hopefully tell you how much people trust you to deliver.

Why Perform A Brand Awareness Study

Let’s dig into the key reasons you’ll want to perform a brand awareness study.

Benchmark Where You Stand Today In The Market

Remember the old Peter Drucker saying, “What gets measured gets managed?” This is what brand awareness metrics are all about. You can’t take stock of your position in the market without measuring it! The same is true of your competitors too. Measuring competitor awareness tells you exactly where everyone stands.

Measure The Impact of Marketing Efforts

Marketing activities should increase awareness for a brand. Increases in purchases or information requests follow thereafter. This is why you’ll want to take a brand awareness benchmark before you start marketing campaigns and then again after. This lets you see how things are trending. And, if they aren’t trending well, it gives you a chance to re-jigger things.

Proactively Identify Upstarts In The Market

New brands pop up all the time. It’s hard to keep track of it all. However, by measuring customers’ awareness of category brands, you have a proactive way to see if anyone is taking hold. Or, if you’re the upstart brand, you can assess if your brand awareness is getting traction.

We want to be explicit that brand awareness studies are not just about measuring your own awareness. Measure competitor awareness too. This gives you a complete, holistic picture of the ecosystem you do business in.

The Key Brand Awareness Metrics

When performing brand awareness research studies, you should always measure two types of awareness: aided and unaided awareness.

Measuring Unaided Brand Awareness

We like to say that unaided brand awareness is the holy grail of branding. This is because unaided awareness is a way to measure top-of-mind awareness. Here’s how it works. You ask participants to name all the brands that come to mind for a given category. You then give them an open space to list out as many brands as they can think of.

Let’s use the athletic shoe category as an example. We would pose the following statement, “Please list all of the athletic shoe brands that come to mind.” Respondents then see an open box where they can type as many, or as few, brands that come to mind.

When reviewing the raw data, we’d see something like the table to the left. For each respondent, we see at least one entry. That entry may be a single brand, it could be many brands, or it could be some variation of “I don’t know.”

Once you collect the raw responses, you then tally up the number of times each brand was mentioned, and then divide it by the total number of people in your study. Let’s say 20 people out of 200 mention Saucony. This means that Saucony enjoys 10% unaided brand awareness.

Measuring Aided Brand Awareness

The next metric to measure in a brand awareness study is aided brand awareness. This is essentially a measure of recall. Research participants look at a list of brands and select all of the brands they recognize.

Let’s keep using our athletic shoe brand to see how we measure aided awareness. We show respondents a large list of brands. They then select the brand names they recognize.

Once we collect the raw data, we determine how many times a brand is selected compared to the number of people taking the survey. For instance, let’s say Saucony is selected 50 times out of a survey with 200 respondents. This lets us say that Saucony has 25% aided brand awareness.

How To Perform Your Brand Awareness Study

Let’s go through a quick rundown of how to actually execute your brand awareness study and look at its results.

1. Draft & Revise Your Study Questions

Start by writing out the questions you want in your study. Of course, this includes your unaided and aided brand awareness questions. But, it can include other questions too. For instance, you may want to learn more about how people perceive your category, your brand, or competitor brands.

Ideally, you have other people review your survey. This lets you bring in new perspectives and further refine your questions.

2. Program Your Brand Awareness Study

We haven’t said it explicitly. But, brand awareness studies are generally quantitative studies . That means we use (usually) digital surveys to capture responses. As a result, you’ll need to take your drafted questions and program them into a survey platform. Once programmed, be sure to take it several times. You’ll see how respondents experience the survey, giving you a chance to revise anything you don’t like.

3. Collect Survey Responses

You now need people to actually take your survey.

There is no hard and fast rule about how many people you must survey. However, we like sample sizes that allow for no more than + 8% margin of error. That’s a specialized way of saying we want to survey enough people that we can feel confident in our survey results. The greater your sample size, the lower your sample error.

4. Code The Unaided Awareness Question

Questions that capture free form text need to be coded. This means someone reviews each response and attributes it to a particular tag. For instance, responses with “Socony,” “Saucany,” or “Socny” get tagged as “Saucony.” It’s a time intensive process, but necessary with open text responses.

5. Review Responses To Aided Awareness Question & Other Survey Questions

You now can aggregate responses to each of your other survey questions. This lets you see exactly where brands stack up on aided awareness as well as the other questions you asked. Using statistical methods and significance testing lets you further identify patterns and relationships within your data.

6. Review Responses By Customer Segment

It’s great to see aided and unaided awareness across all respondents. However, maybe awareness differs by gender, age, job title, or some other feature. If this is the case, you’ll want to split your data across each of these groups to see how these unique segments respond to each survey question.

Where to Source Research Participants

Let’s now circle back to the issue of finding participants for your brand awareness study. When it comes to this component, you have two things to work through.

1. Determine Your Participant Profile

First, determine who you want in your study. Usually, you want people that could potentially purchase your product. In the B2C world, this means finding people who previously bought or would consider purchasing something from your product’s category. For instance, if you’re Heinz ketchup, you want people who have or will buy ketchup. Conversely, for B2B items, this means people in a position to buy your product. For instance, if you’re Mailchimp, you want people who are responsible for email marketing in their organization.

2. Determine Where You Will Find Your Participants

Brand awareness studies usually require hundreds of research participants. This means you need to find them. We generally source participants from one of two locations.

Research Panel Companies

Panel companies specialize in building databases of people who have opted-in to participating in assorted research like surveys and interviews . By using targeted questions called screeners, panel companies help you find people who meet your participant criteria. The upside of panel companies is you have greater confidence that you’ll get enough respondents. The downside is that there is a cost per respondent.

3rd Party Databases

There are also more tangential ways to find participants through 3rd parties. For instance, one approach is leveraging sales enablement databases like Hoovers. These tools let you filter contacts by B2B demographic criteria so you can build a list of relevant contacts. This approach lets you take advantage of existing tools in your organization, minimizing research costs. However, it requires cold outreach which may have limited response rates.

People sometimes wonder if they can use their own business’s contact database. The answer to that is easy. No, you cannot! This is a very biased set of contacts because they already know your brand. After all, how else would they be in your database to begin with? Be sure to use a contact source that is objective and lets you get an accurate picture of your market landscape.

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• 7 August 2023

6 Examples of Great Brand Strategy Case Studies

What is brand strategy.

The term brand strategy relates to the methods a brand will use to market its products or services to consumers. It focuses on how they present and position themselves in the market. There are several strategies a brand can use and here are some of the biggest.

Company Name

This is where a brand will focus on marketing their company/brand name as a whole. They don’t focus on any specific element of their brand, services or products. Their goal is to improve brand awareness through marketing their name alone.

Individual Branding

This is where a brand will focus on a specific element of their brand. This could range from an individual product to a service, or even a person. This form of branding moves away from overall brand marketing and narrows its focus towards a specific element.

Attitude Branding

This is where the brand markets the idea or emotion behind their brand rather than the name or product. A brand will align itself with this idea, emotion or feeling and market their association with this factor.

Brand Extension

Brand extension is when a brand markets a sub-brand rather than the overall parent brand. Many big brands are owned by even bigger brands, but they don’t market the larger parent brand.

Private Label

Not all brands or companies create their own products. The term private label refers to products that are produced for multiple brands from one creator. Private labels offer an in-house version of commonly produced products, and a brand can market this as a lower price alternative, for example.

Brand Strategy Case Studies

There are many successful branding case studies we could use to explain each element of a brand strategy. However, we believe these 7 examples help explain the power and benefits of brand strategy well.

Red Bull – Company Brand Name

Red Bull is somewhat of a powerhouse in the world of brand marketing. Their company-based brand marketing strategy is one of the most complete but does require a lot of budget. Running F1 teams and sponsoring extreme sports athletes doesn’t come cheap but it can lead to virality.

What Has Red Bull Done?

Red Bull has always known their target market and have found a way to communicate with them. Their initial brand marketing involved finding out where their target market would hang out and hand out free products: increasing brand awareness and word-of-mouth exposure.

Now, with a much larger budget, they still perform the same style of marketing. They know where their target market will be online or what sports they enjoy and position themselves there. Be it an F1 race or an 18 year old university student looking at skydiving content on YouTube.

What Can We Learn From Red Bull?

Understanding your target market will help you position your brand correctly. Their brand is so well known most will associate it name with their favourite sport before a canned energy drink.

Apple – Individual

Apple has always pushed their products before their brand name. Hosting large expos to launch a new product and advertising their latest phone before looking to raise brand awareness. The ‘Shot on Iphone’ ad campaigns are a great example of their marketing efforts pushing the quality and ability of their products.

What Have Apple Done?

Apple focuses on the consumer within its marketing efforts and aligns this with their product. Their push towards innovation is clear from their slogan ‘Think Different’. They look to expose their product strengths and do this through TV advertising and tech influencers.

What Can We Learn From Apple?

If we’re looking to market an individual part of our brand, like a product, it’s important that we first understand the benefits. By understanding the benefits we can market these and draw attention to the selling factors. Ensuring the individual element embodies the overall brand message.

Air Jordan – Brand Extension

One of the most recognisable brand extensions is Air Jordan. A sub-brand of Nike, Air Jordans have become some of the most successful and sought after shoes in the market. They currently sell somewhere around $5 billion worth of shoes each year.

What Have Air Jordan Done?

Nike aligned their product with an up and coming basketball superstar. They also moved away from the Nike brand name as, at the time, it wasn’t ‘cool’ within the basketball scene. By focusing on the brand extension, Air Jordan, they were able to market it alongside the athlete.

What Can We Learn From Air Jordan?

Brand extensions don’t need to follow the same brand message as the parent brand. They can be unique and move away from what would be expected of the parent brand, giving them freedom to push in other directions to reach a wider potential customer base.

Aldi – Private Label

Aldi is a European supermarket that has found great success with their private label range. In fact, 90% of Aldi’s products are private label and, as the majority of their products are in-house, they’re able to control price and availability. This flexibility gives them an edge over their larger supermarket competitors.

What Have Aldi Done?

Aldi have run a number of brand marketing campaigns, however, their focus on the quality of their private label stands out. The ‘I also like this one’ campaign is a great example of how they compare themselves to others in the industry. Backing it up with consumer data, they are able to stand out as just as good but less expensive.

What Can We Learn From Aldi?

If you’re a private label brand, it’s important to know your strengths and weaknesses. Perform market research to gather relevant data and market using this information. Part of the 4 Ps of marketing is ‘price’, so it’s important to consumers that the price is competitive.

Jeep – Attitude Branding

Jeep brand themselves alongside the idea of adventure. Jeep’s marketing campaigns are all focused around the idea of the car being a tool to achieve adventures. This is a great example of how a brand can align themselves with an idea and brand the idea with the product.

What Have Jeep Done Well?

Jeep have understood their target market and have in some ways built their target market around their products. They have positioned themselves through advertisement and product placements to be recognised alongside an attitude.

What Can We Learn From Jeep?

Marketing and branding doesn’t always have to be about yourself. Branding can be an idea that you and your products envelop. Marketing this idea can associate you with that idea. You are therefore no longer just Jeep, you are the adventure car.

Enhancing a Brand Strategy

Not every brand is the same and not every strategy works for every brand. It’s important to understand who you and who your customers are before you develop a brand strategy. Knowing this will give you the best chance of success when launching a new campaign.

For more help and support in creating a brand strategy for your business or company get in contact with Fellow. You can also view our brand strategy page here.

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Drive Brand Awareness with Nano Influencers: A Dettol Case Study

Dettol, the trusted leader in disinfection, hygiene, and first aid, worked with Partipost to drive brand awareness for their Antibacterial Wet Wipes.

About the Dettol Antibacterial Wipes Campaign

Launched more than 80 years ago, Dettol has been a leader in germ protection, helping families to safeguard their health through better hygiene.That said, Dettol Singapore enlisted more than 100 nano influencers to drive awareness by spreading the word about the Dettol Antibacterial Wipes through an Instagram post and an Instagram story. In addition, the nano influencers encouraged their followers to use a promo code to enjoy a 5% discount from the Dettol Official Store on Shopee.

The "Confidence With Every Wipe!" campaign resulted in more than 340,000 cumulative reach, over 27,000 engagements, and a 14% average engagement rate.

Leveraging Nano Influencers to Drive Brand Awareness

Working with influencers has become integral to many brands' marketing strategy. In fact, the Southeast Asia Influencer Marketing Industry report revealed that on-demand capability drives brands to invest at least 30% of their marketing budget into influencer marketing.As the industry starts to grow, there is also an emerging trend wherein companies choose to work with everyday people to help promote their products. That's because working with nano influencers can be beneficial for brands.

• Stronger Connection with the Audience. The majority of a nano influencer's followers are their friends and family. Hence, they will likely strike a conversation online, discuss a product, and drive word-of-mouth marketing.
• Higher Engagement Rate. Since most of their followers are their family and friends, it is easier for nano influencers to connect with them. Moreover, their followers trust their product recommendations more than a celebrity endorsement.
• Cost-effective Promotion. Working with nano influencers enables brands to stretch their marketing budget. For instance, your $1,000 budget lets you work with at least 50 nano influencers to spread the word about your product.

How to Drive Brand Awareness With Nano Influencers

Now that you know the marketing powers that nano influencers can bring to your brand, here are four ways how you can leverage them to drive brand awareness:

• Find the Right Influencers

The key to a successful influencer marketing campaign is to find the right nano influencers for your campaign. To do that, you need to determine three things:

• Campaign Objectives. Your campaign objective or the results you want to get from an influencer marketing campaign can help you determine what promotional tactics to use. When it comes to brand awareness and product review, you can instruct an influencer to buy your product and share their experience with it on their social channels.
• Brand Alignment. When it comes to brand alignment, look for influencers who best represent your target customers. For instance, Dettol opted to leverage everyday people, like young professionals and moms who are likely to use antibacterial wet wipes, for their campaign.
• Matching Creativity. Once you have a pool of influencers you would like to work with, you can narrow it down based on the kind of content that they post. Consider working with influencers who share lifestyle content if your brand is in the consumer goods industry.
• Determine the Campaign Details

The next step in leveraging nano influencers for your brand awareness campaign is determining your campaign details.A sponsored post is one of the most common forms of an influencer marketing campaign. Another excellent example would be user-generated content.For this particular campaign, an influencer must post a photo of the Dettol wet wipes through an Instagram post and Instagram Story. This includes posting a picture or short video of them using the product, such as wiping surfaces.Other examples of campaign tactics that you can use for brand awareness are contests, giveaways, and distributing affiliate links and discount codes.

• Get it Written

Once you have established the campaign mechanics, the next step is to prepare the brief. Your brief can include the guidelines and instructions of the campaign, as this can help you approve a nano influencer's post.Other things you should include in the brief are the following:

• Influencer marketing campaign mechanics
• Compensation and payment method
• Permission to reuse user-generated content
• Measure the Results

An influencer marketing campaign does not end when nano influencers post about your products. It is also imperative that you can measure the impact of your promotional efforts.Some of the metrics that you can monitor for brand awareness are the following:

• Post engagement (likes, comments, and shares)
• Social media mentions
• Traffic from social media

Measuring your campaign's results can give you an insight into whether your efforts are working or you need to tweak them.

Pursue Long-term Collaboration With Nano Influencers

If you want to maximize the benefits of working with nano influencers, we recommend pursuing a long-term collaboration with them. This includes running an evergreen influencer marketing campaign where the same group of influencers can promote your brand and products monthly. They will be seen as ambassadors of your brand.

Doing so allows you to build a cost-effective brand awareness campaign at a scale and with speed.

The impact of brand awareness on customer acquisition

Branding is a crucial aspect of any successful business, but just how much of an impact does it really have on acquiring new customers? The answer is more than you might think. Brand awareness is the foundation upon which all other marketing efforts are built. A strong brand not only helps you stand out from the competition, but it also lays the groundwork for customer loyalty, repeat business, and positive word-of-mouth referrals. In this article, we’ll dive into the ways that brand awareness can impact customer acquisition and explore how companies can leverage it to their advantage. Whether you're a seasoned marketer or just starting out, this is a must-read for anyone looking to grow their customer base and build a thriving business.

Definition of brand awareness

Brand awareness refers to the degree of recognition and familiarity that consumers have with a specific brand. In other words, it's the extent to which customers are able to identify a particular brand and associate it with its products or services. A high level of brand awareness means that a brand has successfully positioned itself in the minds of its target audience, while a low level of brand awareness means that the brand is less well-known or established.

A brand can achieve high levels of awareness through marketing efforts such as advertising, public relations, and social media campaigns. Ultimately, the goal of brand awareness is to create a positive and lasting impression in the minds of consumers, which can lead to increased customer acquisition and loyalty.

Why brand awareness matters in customer acquisition

Brand awareness is important in customer acquisition because it lays the foundation for customer loyalty and repeat business. When consumers are aware of a brand, they are more likely to consider it when making purchasing decisions. This is because a strong brand can evoke positive emotions and associations, making it easier for consumers to trust the brand and feel confident in their decision to buy its products or services.

Additionally, a high level of brand awareness can make a brand stand out from its competitors, making it easier for consumers to find and choose it over other options. For example, when customers are searching for a specific product or service, a well-known brand is more likely to come to mind, increasing the likelihood of a purchase.

In short, brand awareness matters in customer acquisition because it helps create a positive impression in the minds of consumers, making them more likely to consider and choose a brand over others. The result is increased customer acquisition and loyalty, which are key drivers of long-term business success.

The relationship between brand awareness and customer loyalty

The relationship between brand awareness and customer loyalty is a close one. A strong brand that is well-known and highly recognized can create a sense of trust and confidence in customers, leading to increased loyalty over time. Customers who are familiar with a brand and have had positive experiences with its products or services are more likely to return and make repeat purchases. This is because they have developed a positive association with the brand, and they trust that it will continue to deliver high-quality products and services that meet their needs.

On the other hand, low levels of brand awareness can make it difficult for customers to form strong, lasting bonds with a brand. If a brand is not well-known or its marketing efforts are not effective, it can be difficult for customers to understand what sets it apart from its competitors. This can make it harder for customers to make informed purchasing decisions, and they may be more likely to choose other options that are better known or more established.

In conclusion, brand awareness and customer loyalty are closely linked, and companies that invest in building strong brands and increasing brand awareness can reap the benefits of increased customer loyalty and repeat business over time.

The role of brand awareness in customer decision-making process

The role of brand awareness in the customer decision-making process is significant. When a customer is aware of a brand and its products or services, it can have a major impact on the choices they make. Awareness of a brand can influence a customer's perception of the brand and its offerings, as well as their attitudes and beliefs about the brand. This, in turn, can influence their purchasing decisions and brand loyalty.

When making a purchase, customers often have many options to choose from. A well-known brand with high levels of brand awareness can stand out from its competitors, making it easier for customers to identify and choose it over other options. This is because a strong brand creates positive associations and emotions in the minds of consumers, making them more likely to consider and choose the brand.

Additionally, brand awareness can also play a role in how customers perceive the quality and value of a brand's products or services. If a customer is familiar with a brand and has had positive experiences with it in the past, they may be more likely to assume that the brand's offerings are of high quality and good value.

In conclusion, brand awareness plays a crucial role in the customer decision-making process by influencing customer perception, attitudes, and purchasing decisions. Companies that invest in building strong brands and increasing brand awareness can increase their chances of attracting and retaining customers over time.

The impact of brand awareness on customer perception and attitudes

The impact of brand awareness on customer perception and attitudes is significant. When customers are familiar with a brand and have a high level of awareness about it, it can shape the way they perceive the brand and its offerings. For example, a strong brand with high levels of awareness can evoke positive emotions and associations in the minds of customers, making them more likely to view the brand in a positive light.

On the other hand, low levels of brand awareness can make it difficult for customers to form opinions and attitudes about a brand. If a brand is not well-known or its marketing efforts are not effective, it can be difficult for customers to understand what sets it apart from its competitors. This can make it harder for customers to make informed purchasing decisions, and they may be more likely to choose other options that are better known or more established.

In addition, brand awareness can also impact the way customers perceive the quality and value of a brand's products or services. If a customer is familiar with a brand and has had positive experiences with it in the past, they may be more likely to assume that the brand's offerings are of high quality and good value. On the other hand, if a customer is not familiar with a brand, they may be more skeptical about the quality of its offerings.

In conclusion, brand awareness can have a major impact on customer perception and attitudes by shaping the way customers view a brand and its offerings. Companies that invest in building strong brands and increasing brand awareness can increase the chances of attracting and retaining customers over time.

Building a strong brand to increase customer acquisition

Building a strong brand is essential for increasing customer acquisition. A strong brand can help a company stand out from its competitors and attract new customers. When customers are aware of a brand and have a positive perception of it, they are more likely to consider its products or services when making a purchasing decision.

There are several strategies that companies can use to build a strong brand, including developing a unique brand identity, creating a consistent brand message, and investing in effective marketing and advertising efforts. Companies can also focus on building a positive reputation by delivering high-quality products and services, providing excellent customer service, and engaging with customers through various channels.

In addition, companies can also invest in building brand awareness by leveraging various marketing channels, such as social media, email marketing, influencer partnerships, and more. By consistently and effectively promoting their brand and its offerings, companies can increase their visibility and reach, making it easier for customers to learn about and become familiar with their brand.

In conclusion, building a strong brand is a critical component of customer acquisition. Companies that invest in building a unique, consistent, and well-known brand can increase their chances of attracting and retaining customers over time.

The role of marketing in creating brand awareness

Marketing plays a crucial role in creating brand awareness. Marketing efforts are essential for promoting a brand and its offerings to customers, making it easier for them to learn about and become familiar with the brand. Companies can use various marketing channels, such as social media, email marketing, influencer partnerships, advertising, and more, to reach their target audience and build brand awareness.

Effective marketing campaigns should aim to create a consistent brand message that effectively communicates the unique qualities and benefits of a brand's products or services. Marketing efforts should also be focused on building a positive reputation for the brand by consistently delivering high-quality products and services, providing excellent customer service, and engaging with customers through various channels.

Marketing can also be used to target specific audience segments and build brand awareness among specific groups of customers. For example, a company might target its marketing efforts towards young parents if it is selling baby products. This can help the company to reach its target audience more effectively and build brand awareness among this group.

In conclusion, marketing is a critical component of creating brand awareness. Companies that invest in effective marketing campaigns can increase their visibility and reach, making it easier for customers to learn about and become familiar with their brand. By consistently promoting their brand and its offerings, companies can increase their chances of attracting and retaining customers over time.

Measuring the impact of brand awareness on customer acquisition

Measuring the impact of brand awareness on customer acquisition is an important part of evaluating the effectiveness of a company's marketing efforts. This helps companies understand the effectiveness of their strategies for building brand awareness and attracting new customers.

There are several metrics that can be used to measure the impact of brand awareness on customer acquisition, including brand recognition, brand recall, and customer loyalty. Brand recognition measures the extent to which customers are familiar with a brand and can recognize it when they see it. Brand recall measures the extent to which customers can recall a brand when they are asked about it, even if they don't currently have the brand in front of them. Customer loyalty measures the extent to which customers are repeat customers and are willing to continue doing business with a brand over time.

In addition, companies can also measure the impact of brand awareness on customer acquisition by tracking KPIs such as website traffic, lead generation, conversion rates, and customer lifetime value. These metrics can help companies understand how effectively their marketing efforts are driving brand awareness and attracting new customers, and can be used to make data-driven decisions about future marketing efforts.

In conclusion, measuring the impact of brand awareness on customer acquisition is a critical part of evaluating the effectiveness of a company's marketing efforts. Companies that invest in tracking and analyzing metrics such as brand recognition, brand recall, customer loyalty, and KPIs can make data-driven decisions about their marketing efforts and improve their chances of attracting and retaining customers over time.

Best practices for building brand awareness

Building brand awareness is a critical part of attracting and retaining customers, and there are several best practices that companies can follow to build a strong and recognizable brand. Here are some of the key best practices for building brand awareness:

Develop a Unique Brand Identity: Companies should aim to create a unique and recognizable brand identity that differentiates them from their competitors. This can include developing a distinctive logo, color scheme, tagline, and other visual elements that are associated with the brand.

Create a Consistent Brand Message: Companies should aim to create a consistent brand message that effectively communicates the unique qualities and benefits of their products or services. This helps customers understand what a brand stands for and what they can expect when they purchase its products or services.

Invest in Marketing and Advertising: Companies should invest in marketing and advertising efforts that promote their brand and its offerings to customers. This can include leveraging various marketing channels such as social media, email marketing, influencer partnerships, and more.

Build a Positive Reputation: Companies should focus on building a positive reputation by delivering high-quality products and services, providing excellent customer service, and engaging with customers through various channels.

Leverage Influencer Partnerships: Companies can partner with influencers in their industry or niche to reach new audiences and build brand awareness. Influencer partnerships can be an effective way to promote a brand and its offerings to a targeted audience.

Engage with Customers: Companies should aim to engage with customers through various channels, such as social media, email marketing, and customer service, to build a strong relationship with them.

In conclusion, building brand awareness is a critical part of attracting and retaining customers. Companies that follow these best practices can increase their chances of building a strong, recognizable brand that resonates with customers and drives customer acquisition over time.

Case studies of successful brand awareness campaigns and their impact on customer acquisition

Case studies of successful brand awareness campaigns can provide valuable insights into what works and what doesn't in terms of building brand awareness and driving customer acquisition. Here are a few examples of successful brand awareness campaigns and their impact on customer acquisition:

Nike's "Just Do It" Campaign: Nike's iconic "Just Do It" campaign was launched in 1988 and has since become one of the most recognized and successful advertising campaigns of all time. The campaign was designed to promote Nike's brand and its products, and it was extremely effective in building brand awareness and driving customer acquisition. As a result of the campaign, Nike saw a significant increase in brand recognition and customer loyalty, which helped to drive sales and customer acquisition over time.

Coca-Cola's "Share a Coke" Campaign: Coca-Cola's "Share a Coke" campaign was launched in 2013 and was designed to promote the brand and its products by encouraging customers to personalize their Coca-Cola bottles with the names of their friends and loved ones. The campaign was extremely successful in building brand awareness and driving customer acquisition, as it created a fun and interactive way for customers to engage with the brand.

Apple's "Think Different" Campaign: Apple's "Think Different" campaign was launched in 1997 and was designed to promote the brand and its products by emphasizing the innovative and cutting-edge technology that Apple is known for. The campaign was highly effective in building brand awareness and driving customer acquisition, as it helped to position Apple as a leader in the technology industry and a company that is always pushing the boundaries of what is possible.

In conclusion, these case studies demonstrate the impact that successful brand awareness campaigns can have on customer acquisition. By creating campaigns that are memorable, unique, and effective at promoting a brand and its products, companies can build brand awareness and drive customer acquisition over time.

Final thoughts

Brand awareness refers to how well customers recognize and remember a company's brand and its offerings. When a company has high levels of brand awareness, it can be much easier for it to attract and retain customers, as customers are more likely to remember and choose that brand when they need to make a purchase. There are several factors that can impact brand awareness, including marketing and advertising efforts, the quality of products and services, and customer engagement.

Companies can also use case studies of successful brand awareness campaigns to learn what works and what doesn't in terms of building brand awareness and driving customer acquisition. In conclusion, brand awareness is a critical part of attracting and retaining customers, and companies that invest in building brand awareness are more likely to see success in driving customer acquisition over time.

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• B2B social media case studies
• Social Media Management
• Social Media Marketing

B2B Social Media Marketing Case Studies to Inspire You

Written by Anna Sonnenberg

Published Apr. 18 2022 · 13 min read

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Managing social media for business-to-business (B2B) companies or agency clients often seems more challenging than marketing directly to consumers. From choosing the most effective channels to deciding on the right tone of voice to creating compelling content, B2B social media marketing requires a unique approach.

So how can you successfully market a B2B company using channels like Facebook , LinkedIn, and Twitter? Check out three B2B social media case studies to inspire your strategy—no matter what stage of the sales funnel you need to target.

What Is B2B Social Media Marketing?

Strictly speaking, social media marketing for B2B companies isn’t too different from promoting business-to-consumer (B2C) organizations. Both types of companies use a variety of social channels to publish content, engage customers, and aim to get conversions. And both B2B and B2C companies tend to leverage a mix of paid and organic social media.

Even so, as you’ll see in the B2B case studies, social media marketing strategies require a few important adjustments for targeting a B2B buyer.

Let’s look at a few of the key differences.

Social channels

There’s no definitive list of social channels that B2B organizations can or can’t use. Choosing the right channels for your company is generally a case-by-case situation that requires audience and market research.

But some social channels naturally work better for B2B businesses because of their user base and native tools. For years, LinkedIn and Facebook have stood out as the most popular B2B marketing channels . However, many businesses also use Twitter to connect with customers and YouTube for long-form video.

Target customers

When marketing their products and services, B2C companies generally speak directly to individual customers. These target customers can make their own decisions for themselves or their families.

In contrast, B2B companies target other businesses. To get buy-in from companies or departments, marketers typically have to target decision makers with various levels of authority.

Tone of voice

Don’t assume that B2B marketing has to sound stiff or formal. After all, B2B marketing material often targets chief executive officers (CEOs) and other powerful decision makers.

But there’s no rule that B2B content has to sound stuffy—or that it can’t include emojis. Instead, B2B content should use a brand voice that fits your company’s image and values. And keep in mind that conversational content is almost always the best way to connect with the human decision makers you’re targeting.

Content tools

As a social media manager, you can access the same set of tools whether you’re working with a B2B or a B2C company. However, some tools are much more valuable for B2B marketers because of the sales cycles and decision-making processes involved.

Some of these B2B content tools include the following:

• Lead magnets that encourage prospects to provide their contact details in exchange for a high-value asset. For example, you may offer case studies or white papers.
• Webinars and product demos that require prospects to register to access exclusive knowledge or a closer look at your product.
• Native lead forms that allow prospects to request more information about your products and services without leaving the social media platform.

Use Cases for B2B Social Media Marketing

Now you’ve got an idea of how B2B content often looks and sounds. But what are the most effective ways to use it? Before we delve into social media B2B case studies, let’s look at how to align this content with your sales funnel.

Boost awareness

Is your business new to the market or seeking to expand its customer base? In either case, increasing awareness is essential for growth.

With awareness-focused social content, you can introduce your business to new products. You can also put your products and services on potential customers’ radar. Over time, you can highlight features and benefits to make prospects aware of the value your business offers.

Take a look at the ClickUp Facebook ad above, which is great for brand awareness. The eye-catching creative uses a succinct tagline to tell prospects exactly what the app does. The subheading lists three key aspects of the productivity app, so people instantly understand how it works.

The caption uses a CTA that encourages prospects to use the app to boost productivity. And it seals the deal with a pretty impressive takeaway: The app can help you “save one day a week.”

Establish trust

Most B2B companies aren’t selling frivolous items. Instead, the products and services that these companies offer can make a measurable impact on their customers—helping them work more efficiently, produce better results, reach higher goals, and grow their own businesses.

That’s why establishing trust should be a key part of any B2B company’s marketing strategy. You can use channels like Facebook and LinkedIn to share social proof, publish thought leadership, and communicate your company values.

The Outreach Facebook ad above seamlessly handles credibility. The creative boldly confirms the company’s status as an industry leader. The caption quotes a well-known third-party source to communicate the company’s position in the industry, effectively building on preexisting trust.

The ad points to a third-party report prospects can download learn more about Outreach. By offering this report in exchange for prospects’ contact details, the company can begin collecting and qualifying leads.

Generate leads

Once prospects trust your business and understand what it offers, they may be ready to take the next step. When you turn prospects into qualified leads, you can start nurturing your relationship with more targeted content.

Social channels offer countless opportunities for organic lead generation . After all, you can easily post links to lead magnets and webinars on your social profiles. But these channels are particularly effective at paid lead generation. For example, channels like LinkedIn and Facebook offer high-performing native lead ads.

Above, the Facebook ad by IT Glue offers a helpful checklist to prospects seeking to automate IT processes. This simple lead magnet is great for helping prospects solve a problem while learning more about the company.

Below, the Miva, Inc. LinkedIn ad takes a similar approach. In exchange for prospects’ contact information, it offers a downloadable five-step assessment designed to guide people through problem-solving.

Convert prospects

In many cases, you can use social media content to give prospects that final nudge from qualified lead to happy customer. Depending on the nature of your product or service, linking to a free trial, a paid subscription, an e-commerce page, or a sales page could drive conversions.

When you want prospects to convert, you need to think about creative ways to incentivize them. Free add-ons, limited-time offers, and limited-quantity discounts can all prompt qualified leads to take that final step.

Above, the Cardata LinkedIn ad captures prospects’ attention with a promise to streamline vehicle reimbursement calculations. The copy and creative both feature social proof that inspires trust, and the CTA prompts prospects to give the app a try.

Below, the Shopify Facebook ad catches prospects’ eyes with a promise to help scale their businesses. The caption lists several features e-commerce business owners are likely to need, and the creative prompts them to get started with a free trial.

Support customers

Once you convert customers, you can use social media to help them maximize the value from their purchase. It’s a good idea to think beyond customer support and brainstorm ways to help customers use your product or service more effectively.

For example, you can share advanced tips to help customers get more out of your product or service—and pique the interest of prospects at the same time. You might also discuss your loyalty program or spotlight longtime clients. These tactics allow you to give clients the accolades they deserve while also turning them into advocates for your business.

Above, the LinkedIn ad by Elementor targets people who are already familiar with the company’s website builder. By introducing a new product, the company can upsell to existing customers and deepen the relationship.

Three B2B Social Media Case Studies to Inspire You

Wondering how real-life B2B companies have applied these tactics on social media? Take a look at three B2B social media marketing case studies to get ideas for your business’s own strategy.

1. Turface Athletics and Profile Golf

Turface Athletics and Profile Golf, two brands under the Profile Products umbrella, worked with Elevation Marketing to address social media engagement for their B2B profiles. Take a look at what they achieved.

Both brands are well-established in their respective niches. Turface Athletics provides field maintenance products for athletic fields, and Profile Golf specializes in golf course maintenance solutions.

Despite their strong positions in their respective markets, both brands were experiencing low engagement across social media channels. Although the brands published social media content consistently, they did so from a single company profile on a limited range of channels.

As a result, the B2B company struggled to increase awareness or drive consideration among new potential customers. That meant they weren’t leveraging social media marketing effectively or using available tools to reach business goals successfully.

First, the agency conducted market research to get up to speed on industry trends and competitor strategies. The agency also performed a social media audit to review past performance and assess best practices for positioning the brands going forward.

After the preliminary research and audit phase, the agency determined that the brands would benefit most from a full-scale social media strategy across major channels. The agency proposed to plan engaging content designed to attract the brands’ target audiences.

In addition, the agency proposed to create distinct brand presences for Turface Athletics and Profile Golf on Twitter and Facebook. Doing so would allow the two brands to differentiate themselves, reach more relevant audiences, and (periodically) share or distribute each other’s content to increase reach and engagement.

The agency also designed an influencer marketing program to improve the brands’ Instagram presence. Ideally, partnering with influencers would give the brands access to more lifestyle photography while improving brand loyalty.

Over a six-month period, both brands saw impressive growth across all social media channels. The Turface Athletics Facebook page saw a 268% increase in engagement and a 44% increase in impressions, which suggests that the content truly resonated with the target audience. The strategy also drove 74% more web visits, a significant increase to the brand’s web  traffic.

During the same period, content for the new Facebook page and Twitter profile for Profile Golf generated nearly 35,000 impressions. It also drives a 253% increase in web visitors.

Ultimately, building out new B2B social profiles and attracting followers can be resource intensive. But this case study shows that creating content that truly resonates can build brands and reach marketing goals effectively.

Semrush, a software as a service (SaaS) company specializing in search engine optimization (SEO) tools, worked with Walker Sands to improve its Twitter presence.

As a long-established brand in the SEO space, Semrush already had a presence on Twitter. However, the SaaS company had struggled to differentiate itself from its many competitors. As a result, brand recognition, product awareness, and conversions weren’t as high as they could be.

By partnering with Walker Sands, Semrush aimed to improve engagement and increase brand loyalty. The SaaS company also wanted to set itself apart from competitors.

First, the agency used a combination of social listening and competitive research to pinpoint industry trends and understand how similar brands were using Twitter. Using this research, the agency recommended that Semrush adjust its brand guidelines for this social channel, essentially creating a separate, humor-focused persona for its Twitter profile.

To fine-tune this new brand voice, the agency developed Twitter content based on product and industry topics and recurring themes. The agency balanced content that promoted Semrush products with tweets that appealed to the brand’s audience of experienced digital marketers.

In addition, the agency used social listening tools to monitor and chime in on trending topics. This tactic allowed Semrush to join viral conversations and discuss relevant news in a timely fashion—further increasing the brand’s reach.

Semrush began to realize results quickly. In the first month, the social media marketing plan generated over 250,000 impressions and nearly 18,000 engagements. The engagement rate exceeded 7%, demonstrating how well the content resonated with the target audience.

Although Semrush is in a crowded space with numerous well-established competitors, the brand was able to distinguish itself on Twitter. As a result, Semrush improved brand sentiment and gained share of voice.

3. Collective Data

Collective Data, a fleet management SaaS company, worked with Sculpt to streamline its lead generation process and improve its lead conversion rate.

The SaaS company aimed to expand its presence in a specific market and secure more qualified leads across the nation. However, the marketing team’s activities didn’t necessarily align with the sales team’s ambitious goals.

First, Sculpt worked with Collective Data to outline buyer personas for the newly expanded market. The agency also mapped out the customer journey to identify key points to target or remarket to the new audience. To establish goals, the agency set cost-per-lead and cost-per-demo targets for the company’s campaigns.

To reach the company’s target audience of law enforcement professionals, the agency worked with Collective Data to build LinkedIn ad campaigns. The company focused on LinkedIn’s native lead forms, which allow prospects to provide contact information without leaving the platform.

To get more value from their efforts, the agency launched paid search and display remarketing pay-per-click (PPC) campaigns using Google Ads. The SaaS company also invested in conversational marketing tools to engage potential customers on other channels and guide them through the sales funnel.

As a result of these combined efforts, Collective Data achieved an 8-12% lead conversion rate from online advertising. Compared to the SaaS company’s previous lead acquisition methods, these efforts decreased the average cost-per-lead by 70%. In addition to helping the B2B company expand into a new market, this outcome contributed to a significant cost savings.

Aligning marketing and sales isn’t always a smooth process. By clarifying customer personas and journey maps from the beginning and setting up complementary cross-channel campaigns, the agency successfully partnered with Collective Data to improve leads and conversions.

Wrapping Up What We’ve Learned About B2B Social Media Marketing

From boosting brand awareness to generating leads, these B2B social media case studies illustrate how businesses can reach target audiences and get results using the right channels. Use these case studies and use cases to guide your team in developing an effective social media strategy for your B2B company or agency clients.

More from the blog

Using B2B Social Media to Create a Brand-Building Customer Experience

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Brand awareness research doesn’t just tell you if prospects know who you are, but measures how your brand is perceived in comparison to your competitors and how well your brand identity is understood. These insights inform a more nuanced brand strategy that really connects with your audiences. 

Join the organizations who have already found success

Brand awareness research services and capabilities

It’s impossible to measure and fully evaluate the effectiveness of brand awareness activities without robust brand awareness research. Lead volume and revenue statistics give you the bald facts of one part of the outcome. But you need robust research to get actionable insights about your clients real interactions with your brand. This informs strategic decisions related to advertising, communication, product positioning and market expansion. 

You need to know how familiar your clients and prospects are with your brand. Do they recognize it and what associations are attached to your brand? Are these the attributes you intend to be part of your brand identity? Brand awareness research gets into the minds of your target audience, initially giving you a benchmark of how your brand is perceived. Participating in regular brand awareness studies over time helps you track the strength of your brand’s presence in the market and show you the effectiveness of your brand awareness campaigns. 

Your whole organization can use your brand awareness research insights, for example:

• Identify opportunities for partnerships and collaborations with other brands in your space
• Benchmark overall brand awareness campaigns 
• Help determine how new product offerings align with existing brand perception before product launch
• Create more valuable brand personas by seeing how individual personas perceive your brand differently – even if they’re in the same buying team – and tailoring your targeted marketing accordingly
• Marketing and sales assets have more consistent, refined messaging because teams are more able to understand the thoughts and feelings of their target audiences. 
• Evaluate the success and the ROI of your brand awareness campaigns with reliable data that goes beyond revenue figures
• See where your brand sits among your competitors through the eyes of your clients and prospects – spot where you can stand out from the crowd 
• Track your brand awareness over time to ensure a strong brand identity and increased brand equity

Brand tracking

Brand equity research, brand sentiment analysis, advertising effectiveness, customer satisfaction research, competitive landscape research, brand awareness research to deliver both scale and specificity.

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.

• Cryptocurrency specialists advising on hedge fund projects 
• Advertising professionals overseeing brand spend
• Reddit users that visit Reddit for NSFW content
• IT decision-makers evaluating cloud software services

NewtonX helps industry innovators turn inquiry into impact.

How we helped a $25 billion American life science giant measure brand reputation and develop insights to support strategy

How NewtonX User Research Uncovered Growth Insights for a Digital Advertising Agency

How Tableau utilized a NewtonX brand tracker to sustain innovation

Want to see how newtonx can help you, what is brand awareness research.

Target Audience

Brand awareness research is the cornerstone of understanding how well your brand is recognized and remembered by your target audience. It delves into the extent to which your brand name, logo, or other brand elements resonate with consumers and how readily they associate them with your products or services. This research goes beyond surface-level recognition; it aims to uncover the depth of brand recall and the impressions associated with your brand.

At its core, brand awareness research answers questions such as:

• How familiar are consumers with your brand? Can they spontaneously recall your brand when prompted? What emotions, qualities, or attributes do consumers associate with your brand? How does your brand’s visibility compare to that of competitors in your industry?

By gathering this valuable data, businesses gain insights into their brand’s position in the market and can tailor their marketing strategies accordingly. Brand awareness research is the foundation upon which businesses build strong brand identities and, ultimately, lasting customer relationships. It is an essential component of any brand’s journey toward recognition, credibility, and success in the competitive landscape.

Benefits of brand awareness research

Brand awareness research gives you the custom findings you need to build a successful brand awareness strategy. People buy from people and companies they trust. But you can’t trust something you don’t know. Your brand is your business identity. Brand awareness research isn’t just ‘Do they recognize our logo?’ The insights reveal the perceptions people hold about your brand.

Enhanced Brand Visibility

One of the primary benefits of brand awareness research is improved visibility. By understanding how well your brand is recognized and recalled by consumers, you can fine-tune your strategies to ensure your brand is consistently in the spotlight. Increased visibility translates to more opportunities for engagement and conversion.

Competitive Edge

In a crowded marketplace, standing out is crucial. Brand awareness research helps you assess how your brand compares to competitors. It allows you to identify gaps in awareness and positioning, enabling you to differentiate your brand effectively and gain a competitive edge.

Targeted Marketing

Armed with insights from brand awareness research, businesses can tailor their marketing efforts more precisely. You’ll know which demographics are most aware of your brand and which require more attention. This leads to more efficient resource allocation and better results.

Brand Consistency

Consistency is key to building a strong brand identity. Brand awareness research ensures that consumers consistently recognize and associate your brand with specific values, qualities, or emotions. This uniformity across touchpoints fosters trust and loyalty.

Improved Decision-Making

Making informed decisions is the bedrock of successful marketing strategies. Brand awareness research provides data-driven insights that empower businesses to make decisions based on real consumer perceptions rather than assumptions.

Refinement of Messaging

Through brand awareness research, you gain clarity on the aspects of your brand that resonate most with consumers. This knowledge helps refine your messaging, ensuring it aligns with what your target audience values most about your brand.

Long-Term Brand Equity

Building brand equity is a long-term endeavor. Consistent brand awareness research allows you to monitor your brand’s progress over time, helping you shape a brand that not only survives but thrives in the ever-evolving market.

Risk Mitigation

Identifying weaknesses or negative associations with your brand early on is essential for risk mitigation. Brand awareness research can help detect potential issues before they escalate, allowing you to address them proactively.

Efficient Resource Allocation

Knowing where your brand stands in terms of awareness and perception enables you to allocate resources wisely. You can focus efforts on areas that need improvement while reducing spending on well-established brand elements.

Brand recognition vs brand recall

Audience Connection

Brand recognition and brand recall are both under the umbrella of brand awareness, with recall being a deeper stage of audience connection than recognition.

Strong brand recognition is important – your prospects need to be able to pick your brand out from the others in your industry. But the unaided recall of the latter is what all companies strive for – to be the first brand that pops into someone’s head when they think of your industry is a very powerful position. Brand awareness research encompasses questions designed to ascertain levels of recognition and recall. You can use these insights to build both into your overarching brand strategy.

Brand Recognition:

• Definition : Brand recognition is the consumer’s ability to identify or acknowledge a brand when exposed to it. This recognition typically occurs when a consumer encounters a brand logo, symbol, or other visual cues associated with the brand.
• Example: Think of a scenario where you see the iconic swoosh symbol, and you immediately recognize it as Nike, even if the brand name isn’t explicitly mentioned. This is brand recognition in action.
• Importance : Brand recognition is essential for building initial awareness and familiarity with a brand. It’s the first step in the customer journey, helping consumers connect visual elements with the brand’s identity.
• Marketing Strategies : To enhance brand recognition, marketers often focus on creating memorable logos, packaging, and visual branding elements. Consistency in design and messaging across various touchpoints is crucial.

Brand Recall:

• Definition : Brand recall, on the other hand, goes beyond recognition. It represents a consumer’s ability to remember a brand when prompted without visual cues. It measures how well a brand name or product spontaneously comes to mind.
• Example : If someone asks you to name a popular brand of soft drinks, and you immediately think of “Coca-Cola” without any visual aids, you’re demonstrating brand recall.
• Importance : Brand recall is a deeper level of brand awareness and engagement. It reflects how well a brand has etched itself into consumers’ memories and daily lives.
• Marketing Strategies : To boost brand recall, marketers focus on creating memorable slogans, jingles, and advertising campaigns that stick in consumers’ minds. Consistent messaging and emotional connections play a significant role.

The Synergy:

It’s important to note that brand recognition and brand recall are not mutually exclusive. In fact, they work together to create a robust brand presence:

• Recognition Leads to Recall : Initial brand recognition often paves the way for brand recall. Once consumers are familiar with a brand’s visual identity, they are more likely to remember the brand name and associated attributes.
• Recall Reinforces Recognition : When consumers can recall a brand spontaneously, it reinforces their recognition of that brand when they encounter it visually or otherwise. This synergy enhances brand memorability.

When to perform brand awareness research

Understanding The Issue

The question of timing your brand awareness research study depends on what you want to know. Every NewtonX brand awareness study is customized to each client’s needs and timing the research is part of the planning stage. 

There are some common situations where brand awareness research is always valuable, like:

• Bookending a specific brand awareness campaign with studies to measure its effectiveness
• As part of a refresh of brand personas – adding a layer of real perceptions to deepen those relationships
• During the development of new messaging to see where there are opportunities for refinement
• To get a snapshot of where your brand sits in the market, in comparison to your competitors, from your prospects’ perspective. 
• At regular intervals throughout the year to monitor brand health to grow brand loyalty and equity over time

If brand awareness research is the best way to answer your questions, then NewtonX will make it part of your overall research strategy.

Factors for performing brand awareness research

When you’re performing brand awareness research, the first step is to set specific objectives. This means thinking through how you’re going to use what you find out, before you even start the research process. You need to include everyone that the results can benefit and set clear expectations for every stage of the process. This even means thinking through what you’re going to do with the possible results. There’s no point investing in brand awareness research if you’re not open to what might be uncovered. What if insights reveal that your brand has some negative associations? Preparing your team for any eventuality from the start optimizes the value of your brand awareness research. 

How to measure brand awareness

Brand Recall

Measuring brand awareness is a multifaceted process that involves assessing various aspects of how consumers perceive and recognize your brand. Surveys and questionnaires are commonly used to gauge aided and unaided brand recall. These surveys ask participants open-ended questions about brands in your industry, measuring spontaneous awareness (unaided) and prompted awareness (aided).

Analyzing website traffic and analytics is another vital component. You can track the number of visitors, bounce rates, and user engagement on your website. Pay particular attention to organic search traffic, as it can reflect brand visibility and recognition.

Social media monitoring is crucial in the digital age. By keeping an eye on social media platforms, you can measure brand mentions, shares, and engagement levels. Social listening tools can help track sentiment and conversations related to your brand.

Utilizing tools like Google Trends is valuable for assessing search volume for your brand name and related keywords. An increase in search queries can indicate growing brand awareness.

Brand equity surveys can provide valuable insights into consumer perceptions and associations with your brand. Metrics such as brand favorability, loyalty, and trustworthiness can be evaluated to gauge brand awareness.

Market research data, including market share, customer satisfaction scores, and customer feedback, can provide further insights into shifts in brand awareness. Comparing your brand awareness metrics to those of competitors through competitor benchmarking can reveal your brand’s position in the market.

Recognition testing, both in focus groups or online studies, can assess consumers’ ability to recognize your brand logo, tagline, or visual elements.

By combining these various measurement methods, you can develop a comprehensive understanding of your brand’s awareness levels and make informed decisions to enhance brand recognition and recall among your target audience.

Brand awareness survey question examples

Your NewtonX brand awareness survey questions will be tailored to answer your overarching business question. A small example includes: 

When you think of industry/product/service, what brands come to mind?

How familiar are you with our products or services, what aspects of the brands you purchase drive your decision, what factors matter to you in the consideration of the brands you might buy, if you were to tell someone about our brand, what would you say, has your opinion of our brand changed over the last few months, how likely are you to recommend our brand to someone else.

20 B2B Brand Awareness Survey Questions That Improve Strategic Planning

Asking the key brand awareness survey questions will help you assess where you stand on this crucial marketing metric.

The Value of Building B2B Brand Awareness

How do you build, increase, and measure brand awareness in B2B industries? Read more about the value and insights you can gather by measuring awareness.

The right brand perception survey questions boost your marketing ROI

In B2B branding, brand perceptions are what your target audience, customers, and prospects—and to some extent, your employees—think about your brand.

Take it from the world’s leading companies.

Newtonx’s platform gives us continued confidence that we’re sourcing the highest quality data to drive critical business decisions., i was really excited when we found newtonx. their custom recruiting has genuinely been a game changer for us in terms of data quality. not only do i have much greater trust in the data, but the variation in the data means i can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data., got your next question in mind.

NewtonX is the only B2B research company that connects researchers with the exact professionals required to solve any problem.

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2024 Genesis GV70 3.5T Review: Brand Snobs Beware

EDITORS' RATING: 9/10

Genesis' rapid rise from brand-nobody to legitimate luxury player could fuel a thousand case studies, but it doesn't take background reading to see that the 2024 GV70 is a mighty appealing SUV. Sitting in the sweet spot popularized by heavyweights like Mercedes' GLC, BMW's X3, and Porsche's Macan, the GV70 may not have heritage to count on, but it has something shrewd buyers may find even more important.

That's a combination of aggressive pricing, a healthy level of equipment rivals might typically charge for, and a choice of two gas powertrains with standard all-wheel drive, all wrapped up in a handsome and distinctive design. (Genesis would probably be gratified by one delivery guy's surprised comment that he "thought it was a Bentley SUV," though Bentley may or may not feel differently.)

Plenty have tried to take on the Germans with a price play, however, and plenty have found that cracking the luxury segment is far tougher than they expected. Genesis may be riding high on a number of successful launches, but might the 2024 GV70 stumble in the face of such established competition?

Read more: Every Major Luxury Car Brand Ranked Worst To Best

One SUV, Three Drivetrain Choices

Pricing for the GV70 kicks off at $45,150 (plus $1,195 destination) for the 2.5T AWD Standard trim. The comes with Genesis' 2.5-liter turbocharged four-cylinder gas engine, offering 300 horsepower and 311 lb-ft of torque, paired with an 8-speed automatic transmission. Select, Advanced, and Sport Prestige trims layer on the toys and crank up the cosseting, albeit with the same engine.

More eager drivers might want to reach for the GV70 3.5T, starting at $57,750 plus destination (or put another way, about the same as a GV70 2.5T Sport Prestige). That swaps out the inline-four for a 3.5-liter twin-turbocharged V6, nudging the power figures to 375 horsepower and 391 lb-ft of torque. The transmission stays the same, but in addition to having more torque, the V6 also unlocks it earlier: at 1,300 rpm versus 1,659 rpm in the 2.5T.

Ironically, the gas GV70's most immediate risk is coming from inside the Genesis factory. The Electrified GV70 is one of the most appealing compact all-EV luxury crossovers on the market today, swapping out the gas engine for a dual-motor electric setup mustering 429 hp and 516 lb-ft. It keeps the regular GV70's style, practicality, and tech-savvy cabin, but drives smoother and with more punch. Only Genesis' inexplicable decision to limit sales to a select number of U.S. states sours the deal.

Well-Equipped From The Get-Go

The flagship-spec 2024 GV70 3.5T AWD Sport Prestige you see here lands at a heady $68,700 all-in, including $575 for the handsome Mauna Red paint. That, incidentally, is only just north of the Electrified GV70's $66,450 (plus destination) starting price, though Genesis does go heavy on the standard equipment for its EV.

As standard, the 3.5T version gets 19-inch wheels, leather seats, aluminum dashboard trim, a panoramic sunroof and power trunk liftgate, heated and ventilated front seats, a heated steering wheel, and a 14.5-inch infotainment touchscreen. There's also an 8-inch digital cluster display (alongside analog gauges), a wireless phone charging pad, and a fingerprint scanner for biometric car access.

Sport Advanced trim swaps in 21-inch wheels, nicer Nappa leather, a Lexicon audio system, 360-degree and blind spot monitoring cameras that beam a view of the adjacent lane to the digital cluster, front and rear parking sensors and reverse parking collision avoidance, and Remote Smart Parking Assist. Ever a crowd-pleaser, the latter allows you to pull the GV70 in and out of a parking space from the key fob, assuming you're standing relatively nearby.

Finally, Sport Prestige trim adds a 12.3-inch fully digital cluster with 3D graphics (the system works, though it looks comparatively low-res since each eye is only seeing half the pixels; you can switch it off if you dislike that, or the overall effect), head-up display, and forward attention warnings. There's also 3-zone climate control, heated rear seats, and carbon fiber trim, as well as manual rear window shades.

Get Colorful (And Bring A Cable)

Genesis' cabin design is distinctive, and a little more playful with its swoops and angles than some of the automaker's bigger cars. It also doesn't do away with physical controls, despite the sizable touchscreen, with easily-twirled knobs to adjust the climate control and a jog-dial with a touch-sensitive surface for alternative ways to navigate the infotainment UI.

Real metal trim along with fun detailing like the glass-style rotary transmission selector work nicely, and Genesis deserves kudos for its Ultramarine Blue and Sevilla Red color scheme options. If they're too bright or distinctive for your tastes, there's Obsidian Black and Vanilla Beige. The front seats are plush and spacious, with plenty of adjustability; the rear bench is a little more compact, though there are a couple more inches of legroom than you'd find in the back of a Macan. The trunk is bigger, too, at 28.9 cu-ft (expanding to 56.9 cu-ft with the rear bench down).

Still, there are some annoyances. The most frustrating -- shared with other Genesis models -- is the absence of wireless smartphone projection. If you want Apple CarPlay or Android Auto, you'll need to plug your phone in with a wire.

You Don't Need The V6, But You'll Want It

On the road, there's plenty to like about Genesis' V6. Frankly, the GV70 is small and agile enough that the smaller four-cylinder engine doesn't feel like a chore -- it does just fine in the larger GV80 SUV, for instance -- but it's tough not to fall for the smooth six-cylinder option. Even sticking to Comfort mode, the GV70 surges ahead with smooth eagerness, the 8-speed slicking surreptitiously through its ratios as befits anything with luxury ambitions.

There's no air suspension option, but the GV70 3.5T comes with Genesis' Electronically Controlled Suspension with Road Preview system. That uses the front-facing camera to track the road surface ahead, and then preemptively adjust the suspension firmness to take into account possible potholes and bumps. It's always active -- though low-light conditions, dirt on the cameras, or snow or mud on the road itself will impact performance -- and helps the SUV with a firm but compliant ride.

Porsche's Macan remains the pick for more eager drivers, but that's not to damn the Genesis in comparison. It manages to drive sportily without straying into undue stiffness, an accusation you could level at the Polestar variants of Volvo's XC60 , while also matching a Mercedes-Benz GLC on plush potential.

Not The Most Frugal Choice

Perhaps it was the inevitable heavy right foot to take advantage of that vim which resulted in underwhelming fuel economy. The EPA says the GV70 3.5T should manage 18 mpg in the city, 24 mpg on the highway, and 20 mpg combined. With driving leaning toward urban routes -- albeit in snowy winter weather conditions on all-season rubber -- just over 16 mpg on the SUV's meter could have you looking enviously at the 2.5T engine. That's rated for up to four points higher across all three cycles.

Either way, you get Genesis' healthy warranty and service package. That includes a 5-year / 60,000-mile new vehicle warranty and 10-year / 100,000-mile powertrain warranty. There are also 3 years / 36,000 miles of complimentary maintenance and service valet.

That's more than what Porsche offers on a new Macan, to go with the GV70's greater power, albeit at the cost of badge prestige. You could say much the same about the branding for the Mercedes GLC and BMW X3. Sadly there's no Genesis plug-in hybrid equivalent of the similarly-priced Volvo XC60 Recharge .

2024 Genesis GV70 3.5T Verdict

Something like the GV70 3.5T Sport Advanced feels like the sweet spot -- if your heart is set on the bigger engine, at least -- with a more attainable sticker of $64,150 plus destination. Then, you still get the fancier interior and bigger wheels. All the same, there's a strong argument for picking the 2.5T inline-four with the Advanced package: at $51,150 plus destination you're still getting leather, the panoramic glass roof, and a comprehensive suite of ADAS including Highway Driving Assist .

The compact luxury SUV category is a fiercely contested one. You'd be forgiven for allowing brand recognition to sway you, but you'd also be giving up on a seriously impressive SUV in the process. The 2024 Genesis GV70 3.5T strikes a compelling balance between performance and comfort, and while the upper trims are suitably well-equipped, even the entry-level models don't feel spartan. Brand zealots are missing out.

Read the original article on SlashGear .