Estudo de caso
Liberando o poder do conteúdo do criador
Nielsen + Whalar: O ROI preditivo estima com precisão o que os criadores trazem para o Mix
Introdução
Medir a eficácia de campanhas específicas de criadores
A Whalar, uma das principais empresas globais de criadores de conteúdo, é especializada em liberar o poder dos criadores de conteúdo para as marcas em suas estratégias de marketing. A Whalar contratou a Nielsen para medir a incrementalidade e o ROI de suas campanhas específicas para criadores.
Objetivo
Quantificar os resultados rapidamente para maximizar os investimentos
O objetivo era quantificar de forma rápida e precisa o ROI esperado e os impactos nas vendas, com a meta final de otimizar os planos de mídia para maximizar o potencial de ROI dos investimentos dos criadores.
Desafio
Aproveite o poder da modelagem do mix de marketing
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.
Solution
Use a análise preditiva para identificar oportunidades de otimização
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 Planejador Compass, 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.
Key findings
$2.63
ROAS forte
While the ROAS across the 6 measured campaigns ranged from $1.5 – $4.5, the average ROAS across the campaigns was $2.63.
9%
Comparação do 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%
Subinvestimento em campanhas de criadores de conteúdo
Historical execution levels were approximately 25% of saturation levels, indicating an underinvestment in content creator campaigns within advertiser marketing plans.
20%
Principais fatores de desempenho
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%.
Resultados
Otimize rapidamente para maximizar o desempenho da campanha
Os resultados do estudo apresentaram uma oportunidade significativa para os anunciantes aumentarem seus ROIs otimizando os níveis de peso da mídia paga semanal e a duração do tempo no ar, bem como realocando recursos para maximizar o potencial de suas campanhas de marketing de criadores.
Como funciona
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.
Conclusão
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.
O maior desafio enfrentado pela Economia do Criador é determinar o impacto no ROI, rapidamente e em escala. Como o MMM nem sempre é uma opção, a solução PROI da Nielsen é perfeita para os parceiros de marca da Whalar. Ela emprega uma metodologia que utiliza o vasto banco de dados MMM da Nielsen para destacar o impacto significativo das campanhas de criadores da Whalar.
Gaz Alushi | Whalar
President of Measurement and Analytics
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