Studi kasus
Melepaskan Kekuatan Konten Pembuat Konten
Nielsen + Whalar: ROI prediktif secara akurat memperkirakan apa yang dibawa oleh para kreator ke dalam Mix
Pendahuluan
Mengukur efektivitas kampanye khusus kreator
Whalar, sebuah perusahaan kreator global terkemuka, mengkhususkan diri dalam membuka kekuatan kreator untuk merek dalam strategi pemasaran mereka. Whalar menugaskan Nielsen untuk mengukur peningkatan dan ROI dari kampanye khusus kreator mereka.
Tujuan
Mengukur hasil dengan cepat untuk memaksimalkan investasi
Tujuannya adalah untuk mengukur ROI dan Dampak Penjualan yang diharapkan dengan cepat dan akurat, dengan tujuan akhir mengoptimalkan rencana media untuk memaksimalkan potensi ROI dari investasi kreator.
Tantangan
Memanfaatkan kekuatan Pemodelan Bauran Pemasaran
Whalar sought a solution versatile enough to cover various categories, countries and brands of all sizes. Not only did they want to harness the power of a traditional Marketing Mix Modeling (MMM) study, but they also required a highly accurate source for insight into optimization prior to campaign launch.
Solusi
Gunakan analisis prediktif untuk mengidentifikasi peluang pengoptimalan
Nielsen introduced Predictive ROI (PROI), an advanced solution designed to provide rapid and cost-effective ROI insights, even for emerging media types like creator content. PROI harnessed the power of Perencana Kompas, Nielsen’s premier MMM normative database, employing media saturation curves and campaign data from prior MMM analyses to forecast ROI and gauge effectiveness.
By leveraging Nielsen’s unparalleled MMM benchmarks and utilizing the synergistic predictive tool, Whalar empowered clients to gain immediate visibility into the anticipated ROI of their media plans and uncover opportunities for optimization, all before the campaign launch.
Temuan utama
$2.63
ROAS yang kuat
While the ROAS across the 6 measured campaigns ranged from $1.5 – $4.5, the average ROAS across the campaigns was $2.63.
9%
Perbandingan ROAS
The average ROAS across the campaigns ($2.63) was only 9% different compared to total platform ROAS ($2.43) measured via a prior executed MMM. This reaffirmed earlier research by Nielsen, connecting the comparability of PROI results to MMM.
25%
Kurangnya investasi dalam kampanye pembuat konten
Historical execution levels were approximately 25% of saturation levels, indicating an underinvestment in content creator campaigns within advertiser marketing plans.
20%
Pendorong kinerja utama
Weeks on air and optimal weekly impressions emerged as pivotal drivers of campaign performance. An optimization scenario implemented on one of the campaigns revealed that doubling weekly support while maintaining the same number of weeks on air could increase ROAS by approximately 20%.
Hasil
Optimalkan dengan cepat untuk memaksimalkan kinerja kampanye
Hasil studi ini memberikan peluang yang signifikan bagi para pengiklan untuk meningkatkan ROI mereka dengan mengoptimalkan tingkat bobot media berbayar mingguan dan lamanya waktu tayang, serta mengalokasikan ulang sumber daya untuk memaksimalkan potensi kampanye pemasaran kreator mereka.
Bagaimana cara kerjanya
PROI, Nielsen’s leading advanced media performance measurement solution, enabled Whalar to engage in sophisticated budget allocation and planning through the use of machine learning algorithms to estimate the outcome of media plans for their advertisers’ brands in their markets. PROI unveiled an unmatched global scale with benchmarks across 5K+ models, 25K+ curves, and hundreds of categories in 50+ countries. Its advanced modeling capabilities and validation ensure accuracy and reliability, even with less data granularity, for Whalar’s multifaceted campaign.
Kesimpulan
Improve campaign effectiveness with Nielsen’s predictive analytics
Nielsen’s PROI solution demonstrated its effectiveness in providing rapid and cost-effective ROI insights for creator marketing campaigns. By leveraging MMM principles and historical data, the study shed light on the untapped potential of content creator campaigns, presenting advertisers with actionable recommendations to optimize their investments.
Tantangan terbesar yang dihadapi Ekonomi Kreator adalah menentukan dampak pada ROI, dengan cepat, dan dalam skala besar. Karena MMM tidak selalu menjadi pilihan, solusi PROI Nielsen sangat cocok untuk mitra merek Whalar. Solusi ini menggunakan metodologi dengan memanfaatkan basis data MMM Nielsen yang luas untuk menyoroti dampak signifikan dari kampanye kreator Whalar.
Gaz Alushi | Whalar
President of Measurement and Analytics
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