Case study
Influencer marketing: L'approccio più ovvio
Nielsen + Ovviamente: Sfruttare gli influencer per la creazione di marchi nel settore sanitario
Introduzione
Collaborare per acquisire le metriche del marchio e degli influencer
Ovviamente, un'agenzia di influencer marketing e una piattaforma di creatori leader nel settore, è specializzata nella coltivazione di reti di creatori autentici abbinate a strategie basate sui dati per marchi rinomati in tutto il mondo.
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.
Obiettivo
Dimostrare l'efficacia dell'agenzia nel guidare le metriche del top funnel per il brand lift
L'obiettivo era quello di quantificare l'efficacia di Obviously nel guidare le metriche del top-of-the-funnel brand lift valutando in modo coerente l'efficacia degli annunci utilizzando metriche quali awareness, consideration e intent su sei creatori che spaziavano dai medici ai guru della salute e del benessere su due piattaforme di social media.
Sfida
Portare rigore e responsabilità nell'influencer marketing
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.
Soluzione
Nielsen Brand Impact quantifica l'impatto e la percezione del marchio
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.
Risultati principali
70%
Forte richiamo
L'influencer 2 sulla piattaforma A ha ottenuto il richiamo più alto, pari al 70%, utilizzando un asset con il marchio e il logo della sanità in evidenza.
70%
Simpatia creativa
La maggior parte degli intervistati, il 70%, ha trovato i post simpatici, con una maggiore simpatia osservata sulla piattaforma B rispetto alla piattaforma A.
1.2x
Credibilità
I post della piattaforma A sono stati considerati informativi, credibili ed educativi. Erano 1,2 volte più informativi di quelli della piattaforma B.
1.8x
Valore di intrattenimento
I post della piattaforma B sono stati considerati divertenti. Erano 1,8 volte più divertenti di quelli della piattaforma A.
Come funziona
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.
Conclusione
Dimostrare il vero impatto del marchio
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, Direttore operativo | Ovviamente
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