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Pemasaran influencer: Pendekatan yang jelas
Nielsen + Jelas: Memanfaatkan Influencer untuk Membangun Merek Layanan Kesehatan
Pendahuluan
Bekerja sama untuk menangkap metrik merek dan influencer
Tentunya, agensi pemasaran influencer dan platform kreator dengan layanan lengkap, yang berspesialisasi dalam mengembangkan jaringan kreator otentik yang dipasangkan dengan strategi berbasis data untuk merek-merek terkenal di seluruh dunia.
Teaming up with Nielsen’s Brand Impact solution, Obviously aimed to demonstrate their ability to drive key brand metrics for a healthcare advertiser client. This involved capturing upper-funnel brand metrics, evaluating diverse creative strategies’ effectiveness and refining brand perceptions within the healthcare sector.
Tujuan
Buktikan efektivitas agensi dalam mendorong metrik pengangkatan merek corong teratas
Tujuannya adalah untuk mengukur efektivitas Obviously dalam mendorong metrik pengangkatan merek teratas dengan mengevaluasi efektivitas iklan secara konsisten menggunakan metrik seperti kesadaran, pertimbangan, dan niat di enam kreator yang mencakup dokter hingga ahli kesehatan dan kebugaran di dua platform media sosial.
Tantangan
Menghadirkan ketelitian dan akuntabilitas pada pemasaran influencer
In the tightly controlled healthcare ad space, influencer campaigns require close attention. And as demand grows to demonstrate advertising impact, the need to quickly and accurately assess individual influencer performance across social platforms intensifies.
Obviously sought independent metrics to complement their robust in-house analytics. They required a flexible solution to add to their toolkit that could measure creative formats across platforms while also diving deep into comparative, industry-level insight into ad effectiveness.
Solusi
Nielsen Brand Impact mengukur peningkatan dan persepsi merek
Commissioning Nielsen Brand Impact to quantify brand lift and perception, the agency client leveraged decades of expertise and innovation in the social media space.
Nielsen’s solution enables the assessment of influencer strategy impact on key brand metrics and brand perception across two platforms (platforms A and B) in a natural yet malleable testing environment. Additionally, Nielsen included metrics–such as visibility, view time and interactions–uniquely tied to the social media experience and performance.
Temuan utama
70%
Daya ingat yang kuat
Influencer 2 di Platform A menghasilkan recall tertinggi sebesar 70%, dengan memanfaatkan aset yang menampilkan merek dan logo layanan kesehatan secara mencolok.
70%
Kesukaan yang kreatif
Mayoritas responden, 70%, merasa postingan tersebut disukai, dengan tingkat kesukaan yang lebih tinggi pada Platform B dibandingkan dengan Platform A.
1.2x
Menegakkan kredibilitas
Postingan di Platform A dianggap informatif, kredibel, dan mendidik. Postingan-postingan tersebut 1.2x lebih informatif daripada postingan di Platform B.
1.8x
Nilai hiburan
Postingan di Platform B dianggap menghibur. Postingan-postingan tersebut 1,8x lebih menghibur dibandingkan postingan di Platform A.
Bagaimana cara kerjanya
The study evaluated assets from six influencers across two social platforms using a simulated social media environment. Nielsen’s simulated methodology employs a forced exposure survey-based solution, resembling a real social media feed to provide authentic feedback, while capturing accurate brand lift insights across control and exposed groups.
Kesimpulan
Membuktikan dampak merek yang sesungguhnya
Nielsen’s Brand Impact solution proves its efficacy in providing insight into recall, likability and various creative elements, empowering Obviously to demonstrate influencer marketing’s systematic and rigorous measurability. This comprehensive approach not only facilitates storytelling but also strengthens Obviously’s client portfolio, establishing influencer marketing as a quantifiable and impactful strategy for driving top-of-the-funnel brand lift metrics.
Working with Nielsen’s Brand Impact solution has been a valuable partnership for Obviously,” says Heather at Obviously, “Their global renown as experts in the research space has allowed us to quantifiably prove to our clients through an unbiased third party the effectiveness of our influencer campaigns, showcasing significant increases in brand recall, likability, and credibility. Nielsen’s insights greatly complement our ability to establish influencer marketing as a measurable and impactful strategy for driving brand lift metrics.
Heather Green, Manajer Operasional | Jelas
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