January 25th, 2023, Lesley Simeon
American footwear and apparel retailer, New Balance together with agencies Mediahub and Mullen Lowe, has launched its “Rewards Come to Those Who Run” campaign. The creative builds upon the brand’s message that runners of any ability can enjoy the benefits of running. With targeted pushes in the UK, Germany and France, the campaign will run across digital OOH, online and social. The company has also partnered with fitness tracking service, Strava, to challenge runners to complete 30 kilometers in 30 days to win a series of prizes.
Are Britons taking notice of New Balance’s latest campaign?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - the retailers’ latest campaign has helped its Word of Mouth (WOM) Exposure, Buzz and Ad Awareness scores in Great Britain (GB) as they recorded marginal increases in the days following its launch.
New Balance’s Buzz score - which measures whether consumers are hearing more positive or negative things about the brands - increased from a net score of 3 on 6 January 2023 (the day news of the campaign first came out), to 4 on the day of its launch on 10 January 2023 before resting back at 3 on 23 January 2023.
Its WOM Exposure score - which asks if consumers have talked about a brand with friends and family in the past two weeks - grew a percentage point through the observation period.
The company’s Attention score - which measures the total number of consumers who have heard anything positive or negative about the brand - from 3% to 5% between 6 January and 23 January 2023. Finally, New Balance’s Ad Awareness score - which indicates how many and which consumers are noticing the brand’s advertising - went from 3% on 6 January 2023, increased by a percentage point on 10 January 2023, before dropping to 2%.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. New Balance’s Buzz score is based on the question: Over the past two weeks which of the following brands have you heard something positive/negative about? and delivered as a net score between -100 and +100. Its Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its WOM Exposure score is based on the question: Which of the following brands have you talked about with friends and family in the past two weeks? and delivered as a percentage. Its Attention score measures whether respondents are hearing positive or negative buzz about the brand and is delivered as a percentage. Scores are based on an average daily sample size of 423 GB adults between 26 December 2022 and 23 January 2023. Figures are based on a 1-week moving average. Learn more about BrandIndex.
Photo by @felipepelaquim on Unsplash