Estudo de caso
Marketing de influência: A abordagem óbvia
Nielsen + Obviously: Aproveitamento de influenciadores para a construção de marcas no setor de saúde
Introdução
Trabalho em equipe para capturar métricas da marca e do influenciador
A Obviously, uma das principais agências de marketing de influenciadores e plataforma de criadores com serviço completo, é especializada em cultivar redes de criadores autênticos com estratégias orientadas por dados para marcas renomadas em todo o mundo.
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.
Objetivo
Comprovar a eficácia da agência na condução de métricas de elevação da marca no topo do funil
O objetivo era quantificar a eficácia da Obviously para impulsionar as métricas de elevação da marca no topo do funil, avaliando de forma consistente a eficácia do anúncio usando métricas como conscientização, consideração e intenção em seis criadores, de médicos a gurus da saúde e do bem-estar, em duas plataformas de mídia social.
Desafio
Trazendo rigor e responsabilidade para o marketing de influência
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.
Solution
O Nielsen Brand Impact quantifica a elevação e a percepção da marca
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.
Key findings
70%
Forte recall
O Influenciador 2 na Plataforma A gerou a maior lembrança, com 70%, utilizando um ativo que apresentava a marca e o logotipo do setor de saúde de forma proeminente.
70%
Gosto criativo
A maioria dos entrevistados, 70%, achou as postagens agradáveis, com maior agradabilidade observada na Plataforma B em comparação com a Plataforma A.
1.2x
Reforçar a credibilidade
As postagens na Plataforma A foram vistas como informativas, confiáveis e educativas. Elas foram 1,2 vezes mais informativas do que as da Plataforma B.
1.8x
Valor de entretenimento
As postagens na Plataforma B foram vistas como divertidas. Eles foram 1,8 vezes mais divertidos do que os da Plataforma A.
Como funciona
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.
Conclusão
Comprovando o verdadeiro impacto da marca
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, Gerente de Operações | Obviamente
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