September 7th, 2021, Emily Patel
Challenge
Understanding the client’s brand image and measuring advert campaign performance.
Solution
Using YouGov Profiles to analyze key audience attitudes and YouGov BrandIndex to measure impact of advertising on awareness, brand image and consideration.
Business outcomes
Data on consumer brand perception and advertising performance that helps inform wider business strategy, as well as an understanding of key competitors.
Business challenge
A leading Italian automotive company wanted to understand more about the perceived image of one of their car brands in their competitive core markets. As part of this, they specifically wanted to measure the performance of a new ad campaign for two of their newest car models, starring a prominent Formula 1 racing driver.
The client wanted to know if their campaign was easily recalled by their target audience, whether it helped to boost their brand image to viewers, and the resultant impact on purchase consideration
Solution
YouGov proposed an analysis using YouGov BrandIndex, which continuously measures public perception of brands across key metrics, to track the direct impact of the campaign on advertising awareness, brand image and consideration.
The analysis also included a deep dive with YouGov Profiles, our audience intelligence and targeting product, in order to understand two main audiences: the total population, and Formula 1 Fans. The client was able to leverage YouGov’s great depth of historical and current data to conduct a thorough and detailed analysis into their market, and truly understand their target audience.
The approach included analyzing public opinion of the client’s brand across France, Germany, Spain and their home market of Italy, measuring changes in YouGov BrandIndex metrics of Ad Awareness, Impression and Consideration both during and after the ad campaign was run.
Business outcomes
In Italy, the client showed a higher level of Ad Awareness while the advert was live (February –June), directly followed by an increase in both Impression and Consideration, which reached its highest score in May/June. Data findings from France and Germany showed a similar positive pattern, and whilst Ad Awareness did not show quite as strong an increase in Spain, there was visible positive impact on Impression and Consideration.
Formula 1 Fans showed a much higher Ad Awareness in all countries, as well as generally higher Impression and Consideration, and a slight increase during/after the campaign – with Italy outperforming all other markets.
Using YouGov Profiles to dive deeper into their target group of F1 fans in Italy who were aware of their advert, the client gained a new level of granular insight into their target demographic’s behaviors, income, lifestyle choices and interests. Attitudinal data helped the client to understand specific features impacting purchase consideration and the likely or desired purchase methods of this key group. Data on media consumption and online behavior helped to influence and inform future advertising strategy for the brand.
Client testimonial
"BrandIndex is a great tool to track the development of the perception of our brand's globally improving competitor intelligence. YouGov analysis plays a pivotal role in our brands’ business review bringing consumer brand perception point of view to the table”
- Head of Market Research & Analysis at leading Italian automotive company