June 7th, 2021, YouGov
Business challenge
To test awareness for and impression of the Virgin Money London Marathon #wewillrunagain campaign, airing on prime TV the following day.
Solution
Use YouGov Surveys: Self-serve's rapid research capabilities to survey 645 viewers, with results delivered in real-time to the MFUSE team.
Results
The speed and flexibility of YouGov Surveys: Self-serve provided valuable and rapid insights to MFUSE within the tight timeframe.
Business challenge
MFUSE briefed YouGov Surveys: Self-serve at 5pm on a Friday with an urgent campaign evaluation task, that needed to be turned around for an ad campaign to run on prime TV the following day.
The objective was to test awareness and message recall for the Virgin Money London Marathon #wewillrunagain campaign, airing for the first time on Britain’s Got Talent the next day.
With the extremely tight turnaround, MFUSE needed to prioritise agility whilst maintaining high standards of trust and accuracy.
Solution
The speed and flexibility of YouGov Surveys: Self-serve, our rapid self-serve research tool that delivers results in 1 hour, ensured the client’s needs were successfully met within the specified time frame, with no sacrifice to the quality of data.
Within one hour of receiving the brief, YouGov had pre-screened and recruited a group of users to watch the program the following day and take part in a short survey immediately after the show.
As the credits rolled on Britain’s Got Talent, YouGov Surveys: Self-serve surveyed 645 viewers within 3 minutes, with the results available in real-time to the MFUSE team.
Results
The survey produced some valuable findings:
- 47% of respondents were not aware Virgin Money was sponsoring the London Marathon before seeing the advert. Amongst this group, males were more likely to be aware than females.
- When asked ‘how did the advert make you feel?’ the results were overwhelmingly positive
- 67% overall felt either “Optimistic”, “Uplifted”, “Happy”, “Enthusiastic” and “Excited”
- 35% of respondents thought the key message was that Virgin Money supports the running community – of this group, the message most clearly resonated with females living in London.
MFUSE were able to test awareness for and impression of the #wewillrunagain campaign within the desired time-frame, with some key takeaways to inform future marketing strategies.
Client testimonial
“This was a great collaboration between MFUSE and YouGov Surveys. The speed with which the project was delivered was unprecedented and ensured we could deliver to a very tight client timetable. The team were a pleasure to work with and we look forward to our next collaboration.”
- Neil Shah, Partner of Digital Media and Technology at MFUSE