Jung von Matt/impact: Brand Lift Survey for Swiss Post
For Swiss Post’s «The Yellow Tour» campaign, which launched in September, JvM/impact is collaborating with Swiss Post to implement a trilingual Brand Lift Survey for the first time, with the aim of measuring branding effects in addition to performance metrics and thus gaining insights into the campaign’s impact.
"The goal of the Brand Lift Survey was to review the combination of creative and media planning for brand impact in order to optimize the current campaign and apply the results to future campaigns," said Dominik Habermacher, Managing Partner of JvM/impact. "With the data we gain from this, we now also have additional KPIs that we can incorporate into our marketing controlling. In this way, we learn with each individual campaign which target groups respond particularly well to our campaign idea," added Marco Imboden, Head of Communications at Swiss Post.
Swiss Post and JvM/impact used Google Brand Lift Surveys specifically to measure the effects of the campaign on their target audience. "Brand Lift Surveys can be set up with little effort and deliver statistically validated results - even while the campaigns are still running. The fact that, in addition to branding targets, the influence of campaigns on the search behavior of target groups is also revealed is certainly a particularly interesting insight," says Scott Little, Industry Manager at Google Switzerland.
The encouraging result of the campaign was that both target figures were significantly positively influenced, the agency said in a statement on Wednesday.
Responsible at Swiss Post: Marco Imboden (Head of Communications), Anke Mosbacher (Head of Marketing Communications & Brand Management), Monica Miraldi Head (Marketing Communications Services). Responsible at Jung von Matt/impact: Dominik Habermacher (Managing Partner). Responsible at Google Switzerland: Scott Little (Industry Manager).
