How Hamptons tracked 20% brand awareness increase following rebrand campaigns using YouGov

Business challenge

Hamptons, a leading UK estate agent, wanted to understand the impact of a recent brand refresh and new strand of brand advertising and multi-channel campaign activity, as well as track and measure long-term brand health.

Solution

Leveraging YouGov’s powerful daily brand tracking to accurately measure impact on awareness and consideration among key consumer groups.

Results

Hamptons identified a significant 20% increase in brand awareness using granular data to understand brand perception and inform future strategy.

Business challenge

Following a significant rebrand in 2020 and the introduction of regular awareness-driving, integrated campaigns (including their first ever TV commercial), Hamptons wanted to assess the impact on current and prospective consumers. Alongside measuring key consumer metrics such as awareness, consideration and purchase intent, they were keen to conduct an overall brand health check, and to benchmark their refreshed brand against the branding of rival competitors.

Through research and past performance analysis, Hamptons were confident the rebrand and new brand campaign strategy would be well received among key stakeholders, however, they wanted to introduce ongoing consumer tracking to support continuous development and improvements to the brand and their product.

Solution

Using YouGov BrandIndex, YouGov’s industry-leading daily brand tracking tool that measures public perception of brands across 16 key metrics, Hamptons were able to identify key awareness and consideration datapoints. Using these insights, the client created clear KPIs and determined how their performance compares to industry benchmarks and competitors in the property sector.

Hamptons were able to accurately measure the impact of their recent brand refresh and campaigns among their key target audience, using media metrics such as Ad Awareness, Buzz, Word-of-Mouth and Attention. Historical data allowed the client to assess periods pre and post campaign launch for comparison.

Results

YouGov enabled Hamptons to accurately measure the impact of their recent brand refresh and ongoing brand campaign strategy on their target audience. Utilizing powerful daily brand tracking, Hamptons saw brand Awareness increase 20% from 40% to 60% and a Consideration jump from 7.5% to 10.8% post brand refresh among their target audience. Working with YouGov allowed Hamptons to attribute specific growth to recent campaigns and analyze the successes and areas of improvements of the brand refresh before, during and after the campaign launch.

Hamptons were able to access a constant stream of up-to-date information about their brand, industry and competitors through their subscription to YouGov BrandIndex. They have been able to deep-dive into trends and market shifts, ensuring they remain ahead of their competitors and on top of sector changes, thanks to quarterly reports produced by YouGov. Insights provided by YouGov solutions have helped shape the Hamptons brand growth strategy by highlighting untapped market potential and key company strengths, such as reputation and impression.

Client testimonial

"YouGov’s BrandIndex has made it possible for us to take the entire business on the journey with us since we rebranded. Visually demonstrating the benefits of investing in our brand over time has helped us better justify our brand marketing spend and strategy.

In a competitive industry like ours, it's fantastic to be able to measure our progress against other agents."

-Fiona Stewart, Head of Marketing & PR