案例研究
影响者营销：显而易见的方法
尼尔森 + Obviously：利用影响力打造医疗保健品牌
导言
合作获取品牌和影响者指标
Obviously 是一家提供全方位服务的领先影响者营销机构和创作者平台，专门为全球知名品牌培养真实的创作者网络，并辅以数据驱动战略。
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.
目标
证明代理机构在推动顶部漏斗品牌提升指标方面的有效性
目标是通过在两个社交媒体平台上对从医生到健康和保健大师的六位创作者的广告效果进行持续评估，如知名度、考虑度和意向度等指标，量化 Obviously 在推动渠道顶部品牌提升指标方面的效果。
挑战
为影响者营销带来严谨性和责任感
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.
解决方案
尼尔森品牌影响力量化品牌提升和认知度
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.
主要结论
70%
强烈回顾
平台 A 上的 "影响者 2 "利用以医疗保健品牌和徽标为显著特征的资产，提高了 70% 的召回率。
70%
创造力
大多数受访者（70%）认为帖子讨人喜欢，与平台 A 相比，平台 B 的讨人喜欢程度更高。
1.2x
提高可信度
平台 A 上的帖子被视为信息量大、可信度高且具有教育意义。其信息量是平台 B 的 1.2 倍。
1.8x
娱乐价值
平台 B 上的帖子被视为具有娱乐性。它们的娱乐性是平台 A 上帖子的 1.8 倍。
工作原理
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.
结论
证明真正的品牌影响力
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，运营经理 | 显然
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