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Brand Awareness Campaign Case Studies

Brand awareness can seem nebulous and enigmatic, but it isn’t that difficult to define. It refers to how people recognize and remember your business and it employs a range of strategies across a span of industries. How to measure brand awarenes s, however, is not always so simple to explain.

This is why case studies of successful brand awareness examples are so helpful. They show you which brand awareness strategies worked for others and highlight techniques that could work for your business too.

Taboola is a content discovery platform with a wealth of brand awareness case studies to inspire you. Here is a treasury of our best. It encompasses video and article campaigns and industries as diverse as fashion to finance, technology to travel.

These brand awareness case studies are organized by these objectives:

• Building brand recognition — generating brand awareness to promote products, expand audiences, increase viewability, and build brand affinity.
• Increasing engagement — generating brand awareness to drive clicks, website traffic, sign-ups, and leads.
• Scaling content — generating brand awareness to get more eyes on valuable content, such as blog posts, articles, and videos.
• Driving conversions and sales — generating brand awareness to lead audiences to convert, become high-quality leads, and complete purchases.

Search through these brand awareness case studies, learn from these successful campaigns, and find the strategies that should work best for your brand-awareness objectives.

Build Brand Recognition

Leading global insurance organization, American International Group, Inc. (AIG), wanted to educate consumers about its mortgage insurance options and potential savings. AIG partnered with Taboola to distribute videos across our network of premium publishers. Its campaign reached 400,000 people and uplifted purchase intent by 30% in just 30 days. After this campaign launched, AIG found that 50% of people who made a purchase had started their buyer journey via Taboola.

Ferratum Bank

Ferratum Bank, a new mobile banking service, needed to acquire new customers in a competitive finance market. The bank worked with Taboola to distribute blog content promoting its services. This brand awareness campaign reached 155 million people and generated over 74,000 clicks in six months, doubling Ferratum Bank’s website traffic.

Global Fast-Food Brand

A globally recognized fast-food chain, with over 15,000 locations, wanted to promote its new burger to a worldwide audience. The brand partnered with Taboola to distribute a branded-video series about the product. The result was a 58% video completion rate and 68% viewability — outperforming every other distribution platform.

Plated, a meal-delivery startup, wanted to expand its customer reach outside of its usual acquisition channels of social, search, and display. The brand leveraged Taboola’s technology to conduct A/B testing with the aim of finding the best content to share. As a result, Plated generated 1 billion impressions and 3.5 million clicks. The brand also saw a 12% increase in new member sign-ups, contributing to its performance-marketing goals.

Hear.com, an online leader in the hearing-aid industry, wanted to reach a targeted, niche audience at scale and drive traffic back to its site. By launching content on Taboola’s discovery network, Hear.com saw its traffic increase ten-fold in two years and it successfully launched in three new markets.

Whirlpool, one of the world’s largest manufacturers of home appliances, wanted to spread brand awareness in India through informative blog posts. With Taboola’s discovery platform, Whirlpool reached its target market, driving 20 million website visits in two months and more than 24,000 clicks.

The Jakarta Post

The Jakarta Post , a leading English-language daily newspaper in Indonesia, wanted to increase its readership outside of social media. The publisher used Taboola’s discovery platform to promote organic content, driving a 6% increase in monthly readers. Now, Taboola generates 7% of all monthly traffic, demonstrating the importance of brand awareness  campaigns.

Samsung Life

Samsung Life, Samsung’s insurance services arm, needed a new way to reach insurance customers and promote three of its products. The brand partnered with Taboola to drive an increase in brand awareness on a limited marketing budget. Taboola ran native ads for Samsung Life articles, helping people discover the brand. This drove over 13,000 new insurance quotes in six months.

The Dominican Republic Ministry of Tourism

The Dominican Republic Ministry of Tourism wanted to improve brand favorability by targeting U.S. travelers with promotional video content. After using Taboola’s branded video platform, the Dominican Republic Ministry of Tourism achieved an 18.9% increase in brand favorability, as measured through an email survey. According to analytics partner Millward Brown, that’s 17.7 points higher than the industry average.

International Airline

This best-in-class global airline wanted to expand its brand recognition through native video content. The airline partnered with the Taboola discovery platform to get its video in front of the right audiences. As a result, the brand increased video viewability by 80% and exceeded its brand awareness objectives  with 40% completion rates.

38 Case Studies From Brands That Have Succeeded With Taboola

Increase engagement.

Major U.S. Auto Brand

A major car manufacturer and distributor needed to increase brand recall and purchase intent for its new product model. The brand used Taboola’s content discovery platform to distribute its videos across premium publishers’ websites. As a result, the auto company increased video click-through-rate (CTR) by 27%, saw a whopping 74% viewability rate, and drove over 10,000 test drive sign-ups.

Avocados from Mexico

Avocados from Mexico, a non-profit, wanted to build brand awareness and increase website traffic on the open web. Taboola used predictive technology to target prospects at the exact time they were open to discovering something new. As a result, the company exceeded expectations for web traffic and increased leads by over 14%.

SolarQuotes

SolarQuotes, a solar energy resource for homeowners in Australia, wanted to scale and diversify its customer acquisition by improving website traffic. It partnered with Taboola to promote blog posts across premium publisher sites inside and outside of Australia. The outcome? A 100% increase in website traffic.

Secret Escapes

Secret Escapes, a members-only travel company, needed to target audiences and raise CTRs to its website content. Using the Taboola discovery platform to reach audiences across the web, Secret Escapes saw a 288% increase in CTR in just three months. The company even found that consumers arriving from Taboola were 31% more valuable than those arriving from display-advertising channels.

Scale Content

Imagination

Imagination, a full-service content-marketing agency, was eager to boost return on investment (ROI) for clients’ campaigns. The agency leveraged Taboola’s discovery network to promote website content and boost brand awareness. For one financial services client, Imagination generated more than 300 million impressions and 328,000 clicks, providing more scale and efficiency than Google Ads (AdWords) campaigns .

E-commerce site Boxed.com received media coverage on NBC’s The Today Show , and wanted to further increase its brand awareness online. Boxed worked with Taboola to promote this Today Show TV clip through native advertising . The brand generated over 1,400 sales and a 3.18% increase in conversions from that one video.

The Line, an online boutique, wanted to expand its brand awareness beyond word-of-mouth recommendations and email marketing. The company leveraged Taboola’s content discovery platform to promote its original content. As a result, the brand generated 72 million impressions in three months and saw a 100% increase in website traffic. Oh, and that email subscriber list? It also grew by 12%.

Drive Conversions and Sales

Jewelry company Pandora needed to build its brand among a new audience in France. The brand used the Taboola discovery platform to drive quality traffic to its website. It worked. Pandora tapped into this new market with its content and filled the top of the funnel , eventually driving a 130% increase in conversions.

Bombfell, a personal-styling service for men, used Taboola’s discovery platform to build brand awareness and scale its audience. The result was a 48% increase in website traffic and a massive 960% jump in mobile conversions, proving that brand awareness campaigns can drive ROI.

Parship, one of Europe’s biggest online dating services, needed to scale its audience and increase new, high-quality users. After distributing its landing pages through Taboola’s publisher network, Parship quickly increased its CTR by 113% and conversions by 80%.

Create Your Content Campaign Today!

11 Facebook Case Studies & Success Stories to Inspire You

Published: August 05, 2019

Although Facebook is one of the older social media networks, it's still a thriving platform for businesses who want to boost brand awareness.

With over 2.38 billion monthly active users , you can use the platform to spread the word about your business in a number of different ways -- from photos or videos to paid advertisements.

Because there are so many marketing options and opportunities on Facebook, It can be hard to tell which strategy is actually best for your brand.

If you're not sure where to start, you can read case studies to learn about strategies that marketing pros and similar businesses have tried in the past.

A case study will often go over a brand's marketing challenge, goals, a campaign's key details, and its results. This gives you a real-life glimpse at what led a marketing team to reach success on Facebook. Case studies also can help you avoid or navigate common challenges that other companies faced when implementing a new Facebook strategy.

To help you in choosing your next Facebook strategy, we've compiled a list of 11 great case studies that show how a number of different companies have succeeded on the platform.

Even if your company has a lower budget or sells a different product, we hope these case studies will inspire you and give you creative ideas for your own scalable Facebook strategy.

Facebook Brand Awareness Case Studies:

During the 2017 holiday season, the jewelry company Pandora wanted to boost brand awareness in the German market. They also wanted to see if video ads could have the same success as their other Facebook ad formats.

They began this experiment by working with Facebook to adapt a successful TV commercial for the platform. Here's a look at the original commercial:

The ad was cut down to a 15-second clip which shows a woman receiving a Pandora necklace from her partner. It was also cropped into a square size for mobile users. Pandora then ran the ad targeting German audiences between the ages of 18-50. It appeared in newsfeeds and as an in-stream video ad .

Results: According to the case study , the video campaign lifted brand sentiment during the holiday season, with a 10-point lift in favorability. While Pandora or the case study didn't disclose how they measured their favorability score, they note that the lift means that more consumers favored Pandora over other jewelers because of the ad.

Financially, the campaign also provided ROI with a 61% lift in purchases and a 42% increase in new buyers.

Video can be memorable, emotional, and persuasive. While the case study notes that Pandora always had success with ads and purchases, the jeweler saw that a video format could boost brand awareness even further.

In just 15 seconds, Pandora was able to tell a short story that their target audience could identify with while also showing off their product. The increase in favorability shows that audiences who saw the ad connected with it and preferred the jeweler over other companies because of the marketing technique.

Part of Pandora's success might also be due to the video's platform adaptation. Although they didn't create a specific video for the Facebook platform, they picked a commercial that had already resonated with TV audiences and tweaked it to grab attention of fast-paced Facebook users. This is a good example of how a company can be resourceful with the content it already has while still catering to their online audiences.

Rock & Roll Hall of Fame

The Rock & Roll Hall of Fame , a HubSpot customer, wanted to boost brand awareness and get more ticket purchases to their museum. Since they'd mainly used traditional customer outreach strategies in the past, they wanted to experiment with more ways of reaching audiences on social media.

Because the museum's social media team recognized how often they personally used Facebook Messenger, they decided to implement a messaging strategy on the Hall of Fame's official business page.

From the business page, users can click the Get Started button and open a chat with the Hall of Fame. Through the chat, social media managers were able to quickly reply to questions or comments from fans, followers, and prospective visitors. The reps would also send helpful links detailing venue pricing, events, other promotions, and activities in the surrounding area.

Since the Messenger launch, they claim to have raised their audience size by 81% and sales from prospects by 12%. The company claims that this feature was so successful that they even received 54 messages on an Easter Sunday.

Being available to connect with your audiences through Messenger can be beneficial to your business and your brand. While the Rock & Roll Hall of Fame boosted purchases, they also got to interact with their audiences on a personal level. Their availability might have made them look like a more trustworthy, friendly brand that was actually interested in their fanbase rather than just sales.

Facebook Reach Case Study:

In early 2016, Buffer started to see a decline in their brand reach and engagement on Facebook due to algorithm changes that favored individuals rather than brands. In an effort to prevent their engagement and reach numbers from dropping even further.

The brand decided to cut their posting frequency by 50%. With less time focused on many posts, they could focus more time on creating fewer, better-quality posts that purely aimed at gaining engagement. For example, instead of posting standard links and quick captions, they began to experiment with different formats such as posts with multi-paragraph captions and videos. After starting the strategy in 2016, they continued it through 2018.

Here's an example of one an interview that was produced and shared exclusively on Facebook.

The Results: By 2018, Buffer claimed that the average weekly reach nearly tripled from 44,000 at the beginning of the experiment to 120,000. The page's average daily engagements also doubled from roughly 500 per day to around 1,000.

In 2018, Buffer claimed that their posts reached between 5,000 to 20,000 people, while posts from before the experiment reached less than 2,000.

Although Buffer began the experiment before major Facebook algorithm changes , they updated this case study in 2018 claiming that this strategy has endured platform shifts and is still providing them with high reach and engagement.

It can be easy to overpost on a social network and just hope it works. But constant posts that get no reach or engagement could be wasted your time and money. They might even make your page look desperate.

What Buffer found was that less is more. Rather than spending your time posting whatever you can, you should take time to brainstorm and schedule out interesting posts that speak directly to your customer.

Facebook Video Views Case Studies:

Gearing up for Halloween in 2016, Tomcat, a rodent extermination company, wanted to experiment with a puppet-filled, horror-themed, live video event. The narrative, which was created in part by their marketing agency, told the story of a few oblivious teenage mice that were vacationing in a haunted cabin in the woods. At peak points of the story, audiences were asked to use the comments to choose which mouse puppet would die next or how they would die.

Prior to the video event, Tomcat also rolled out movie posters with the event date, an image of the scared mouse puppets, and a headline saying, "Spoiler: They all die!"

Results: It turns out that a lot of people enjoy killing rodents. The live video got over 2.3 million unique views , and 21% of them actively participated. As an added bonus, the video also boosted Tomcat's Facebook fanbase by 58% and earned them a Cyber Lion at the 2017 Cannes Lions awards.

Here's a hilarious sizzle reel that shows a few clips from the video and a few key stats:

This example shows how creative content marketing can help even the most logistical businesses gain engagement. While pest control can be a dry topic for a video, the brand highlighted it in a creative and funny way.

This study also highlights how interactivity can provide huge bonuses when it comes to views and engagement. Even though many of the viewers knew all the rats would die, many still participated just because it was fun.

Not only might this peak brand interest from people who hadn't thought that deeply about pest control, but interactivity can also help a video algorithmically. As more people comment, share, and react to a live video, there's more likelihood that it will get prioritized and displayed in the feeds of others.

In 2017, HubSpot's social media team embarked on an experiment where they pivoted their video goals from lead generation to audience engagement. Prior to this shift, HubSpot had regularly posted Facebook videos that were created to generate leads. As part of the new strategy, the team brainstormed a list of headlines and topics that they thought their social media audience would actually like, rather than just topics that would generate sales.

Along with this pivot, they also experimented with other video elements including video design, formatting, and size .

Results: After they started to launch the audience-friendly videos, they saw monthly video views jump from 50,000 to 1 million in mid-2017.

Creating content that caters to your fanbase's interests and the social platform it's posted on can be much more effective than content that seeks out leads.

While videos with the pure goal of selling a product can fall flat with views and engagement, creative videos that intrigue and inform your audiences about a topic they relate to can be a much more effective way to gain and keep your audience. Once the audience trusts you and consumes your content regularly, they might even trust and gain interest in your products.

Facebook App Installs Case Study:

Foxnext games.

FoxNext Games, a video game company owned by 20th Century Fox, wanted to improve the level of app installs for one of its newest releases, Marvel Strike Force. While FoxNext had previously advertised other games with Facebook video ads, they wanted to test out the swipe-able photo carousel post format. Each photo, designed like a playing card, highlighted a different element of the game.

The add offered a call-to-action button that said "Install Now" and lead to the app store where it could be downloaded. FoxNext launched it on both Facebook and Instagram. To see if the carousel was more efficient than video campaigns, they compared two ads that advertised the same game with each format.

Results: According to Facebook , the photo ads delivered a 6% higher return on ad spend, 14% more revenue, 61% more installs, and 33% lower cost per app install.

Takeaways If your product is visual, a carousel can be a great way to show off different elements of it. This case study also shows how designing ads around your audience's interest can help each post stand out to them. In this scenario, FoxNext needed to advertise a game about superheroes. They knew that their fanbase was interested in gaming, adventure, and comic books, so they created carousels that felt more like playing cards to expand on the game's visual narrative.

Facebook Lead Gen Case Study:

Major impact media.

In 2019, Major Impact Media released a case study about a real-estate client that wanted to generate more leads. Prior to working with Major Impact, the Minneapolis, Minnesota brokerage hired another firm to build out an online lead generation funnel that had garnered them no leads in the two months it was active. They turned to Major Impact looking for a process where they could regularly be generating online leads.

As part of the lead generation process, the marketing and brokerage firms made a series of Facebook ads with the lead generation objective set. Major Impact also helped the company build a CRM that could capture these leads as they came in.

Results: Within a day, they received eight leads for $2.45 each. In the next 90 days, the marketing firm claimed the ads generated over 370 local leads at the average cost of $6.77 each. Each lead gave the company their name, email, and phone number.

Although these results sound like a promising improvement, readers of this case study should keep in mind that no number of qualified leads or ROI was disclosed. While the study states that leads were gained, it's unclear which of them lead to actual sales -- if any.

This shows how Facebook ad targeting can be helpful when you're seeking out leads from a specific audience in a local area. The Minneapolis brokerage's original marketing and social media strategies weren't succeeding because they were looking for a very specific audience of prospective buyers in the immediate area.

Ad targeting allowed their posts to be placed on the news feeds of people in the area who might be searching for real estate or have interests related to buying a home. This, in turn, might have caused them more success in gaining leads.

Facebook Engagement Case Study:

When the eyewear brand Hawkers partnered up with Spanish clothing brand El Ganso for a joint line of sunglasses, Hawkers' marketing team wanted to see which Facebook ad format would garner the most engagement. Between March and April of 2017, they launched a combination of standard ads and collection ads on Facebook.

While their standard ads had a photo, a caption and a call-to-action linking to their site, the collection ads offered a header image or video, followed by smaller images of sunglasses from the line underneath.

Image from Digital Training Academy

To A/B test ad effectiveness of the different ad types, Hawkers showed half of its audience standard photo ads while the other half were presented with the collection format. The company also used Facebook's Audience Lookalike feature to target the ads their audiences and similar users in Spain.

Results: The collection ad boosted engagement by 86% . The collection ads also saw a 51% higher rate of return than the other ads.

This study shows how an ad that shows off different elements of your product or service could be more engaging to your audience. With collection ads, audiences can see a bunch of products as well as a main image or video about the sunglass line. With a standard single photo or video, the number of products you show might be limited. While some users might not respond well to one image or video, they might engage if they see a number of different products or styles they like.

Facebook Conversion Case Study:

Femibion from merck.

Femibion, a German family-planning brand owned by Merck Consumer Health, wanted to generate leads by offering audiences a free baby planning book called "Femibion BabyPlanung." The company worked with Facebook to launch a multistage campaign with a combination of traditional image and link ads with carousel ads.

The campaign began with a cheeky series of carousel ads that featured tasteful pictures of "baby-making places," or locations where women might conceive a child. The later ads were a more standard format that displayed an image of the book and a call-to-action.

When the first ads launched in December 2016, they were targeted to female audiences in Germany. In 2017, during the later stages of the campaign, the standard ads were retargeted to women who had previously interacted with the carousel ads. With this strategy, people who already showed interest would see more ads for the free product offer. This could cause them to remember the offer or click when they saw it a second time.

Results: By the time the promotion ended in April 2017, ads saw a 35% increase in conversion rate. The company had also generated 10,000 leads and decreased their sample distribution cost by two times.

This case study shows how a company successfully brought leads through the funnel. By targeting women in Germany for their first series of creative "baby-making" ads, they gained attention from a broad audience. Then, by focusing their next round of ads on women who'd already shown some type of interest in their product, they reminded those audiences of the offer which may have enabled those people to convert to leads.

Facebook Product Sales Case Study

In an effort to boost sales from its Latin American audiences, Samsung promoted the 2015 Argentina launch of the Galaxy S6 smartphone with a one-month Facebook campaign.

The campaign featured three videos that highlighted the phone's design, camera, and long battery life respectively.

One video was released each week and all of them were targeted to men and women in Argentina. In the fourth week of the campaign, Samsung launched more traditional video and photo ads about the product. These ads were specifically targeted to people who'd engaged with the videos and their lookalike audiences.

Results: Samsung received 500% ROI from the month-long campaign and a 7% increase in new customers.

Like Femibion, Samsung tested a multiple ad strategy where the targeting got more specific as the promotions continued. They too saw the benefit of targeting ads to users who already showed interest in the first rounds of advertisements. This strategy definitely seems like one that could be effective when trying to gain more qualified leads.

Facebook Store Visits Case Study:

Church's chicken.

The world's third-largest chicken restaurant, Church's Chicken, wanted to see if they could use Facebook to increase in-restaurant traffic. From February to October of 2017, the chain ran a series of ads with the "Store Traffic" ad objectives. Rather than giving customers a link to a purchasing or order page, these ads offer users a call-to-action that says "Get Directions." The dynamic store-traffic ad also gives users the store information for the restaurant closest to them.

Image from Facebook

The ads ran on desktop and mobile newsfeeds and were targeted at people living near a Church's Chicken who were also interested in "quick-serve restaurants." The study also noted that third-party data was used to target customers who were "big spenders" at these types of restaurants.

To measure the results, the team compared data from Facebook's store-reporting feature with data from all of its locations.

Results: The ads resulted in over 592,000 store visits with an 800% ROI. Each visit cost the company an average of $1.14. The ROI of the campaign was four times the team's return goal.

If you don't have an ecommerce business, Facebook ads can still be helpful for you if they're strategized properly. In this example, Church's ads targeted locals who like quick-serve restaurants and served them a dynamic ad with text that notified them of a restaurant in their direct area. This type of targeting and ad strategy could be helpful to small businesses or hyperlocal businesses that want to gain foot traffic or awareness from the prospective customers closest to them.

Navigating Case Studies

If you're a marketer that wants to execute proven Facebook strategies, case studies will be incredibly helpful for you. If the case studies on the list above didn't answer one of your burning Facebook questions, there are plenty of other resources and success stories online.

As you look for a great case study to model your next campaign strategy, look for stories that seem credible and don't feel too vague. The best case studies will clearly go over a company's mission, challenge or mission, process, and results.

Because many of the case studies you'll find are from big businesses, you might also want to look at strategies that you can implement on a smaller scale. For example, while you may not be able to create a full commercial at the production quality of Pandora, you might still be able to make a lower-budget video that still conveys a strong message to your audience.

If you're interested in starting a paid campaign, check out this helpful how-to post . If you just want to take advantage of free options, we also have some great information on Facebook Live and Facebook for Business .

Don't forget to share this post!

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Insights > Media

When it Comes to Brand Building, Awareness is Critical

3 minute read | June 2021

Marketers have always been pressured to deliver measurable returns on their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. And to deliver, marketers should focus on balanced strategies that re-elevate upper-funnel, brand-building efforts that work in tandem with conversion-focused efforts.

There is no short-selling the importance of sales-driven marketing, but long-term business vitality requires more than short-term activations. Holistic marketing requires balance, and that’s something that an array of multinational companies realized after relying too heavily on sales-driven activations—even before the pandemic hit. Brands like Gap Inc., Adidas and Tripadvisor all made public statements in late 2019 about their need to do more to create and maintain long-term brand equity.

Compared with the alluring, immediate results of conversion-oriented marketing, brand building is slower to generate tangible returns. The returns, however, are meaningful—and measurable. In terms of actual sales, Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. While it might be easy to dismiss a single percent as immaterial, a 1% return on sales of $1 billion equates to $10 million, which is far from immaterial.

Upper-funnel marketing efforts also generate an array of ancillary benefits that can drive the efficiency of sales activations. For example, Nielsen recently measured how effective a financial services company’s marketing efforts were at driving sales across approximately 20 markets. At the onset, brand awareness and consideration for the brand varied across the different markets. At the end of the study, Nielsen found that the correlation between the upper funnel brand metrics and marketing efficiency was exceptionally strong (0.73). Accordingly, brands may find it worthwhile to build equity not only for the direct benefits to sales, but also for the indirect benefit coming from improving the efficiency of activation efforts.

In addition to the established benefits of brand building, long-term marketing efforts are growing increasingly important as traditional sources of brand equity are eroding. It’s easy to forget, for example, that visibility on a store shelf or on a physical sign provides a notable amount of brand equity. Brand owners may take these for granted, but that becomes a risky proposition when we consider that fewer people are shopping in physical stores and traveling past them. So when it comes down to it, staying top-of-mind with consumers could be the difference maker when a sale is at stake. In fact, Nielsen data shows that marketing accounts for 10%-35% of a brand’s equity.

The impact of equity loss is reflected in the differences in brand retention and the trial rates across traditional and digital channels. For example, in the U.S. consumer packaged goods (CPG) market, consumers say that 4.3% of their brick-and-mortar purchases involve a brand they had not purchased before, according to Nielsen Commspoint . For online purchases, the metric jumps to 12.1%. The increased rate of new brand purchase is entirely at the expense of brands that consumers use regularly.

This increased pressure on non-marketing sources of equity elevates the importance of marketing in preserving a brand’s health.

There is never a good time to stop advertising , but the need to drive awareness has never been more important for brands. Conversion-oriented marketing is appealing because it drives sales in this quarter, and the immediate gratification carries weight. But long-term business success requires more than repeat business among existing customers. And that’s why marketers should focus their efforts to ensure they insert a balanced share of voice in both their upper- and lower-funnel messaging.

For additional insights, download our recent Nielsen Brand Resonance white paper .

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Brand Marketing Case Studies Continued

Digital provides today's brand advertisers and content creators with opportunities to tell compelling stories that engage audiences in new, exciting ways. This collection features brands and content creators that used video, display and social to drive innovation and connect with their consumers. They also drove impact—building awareness, influencing consideration, driving sales and ultimately growing loyalty. Learn about best practices, creative executions and how brands achieved success through digital.

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Youtube and broadway: a cinderella story, real beauty shines through: dove wins titanium grand prix, 163 million views on youtube, brand usa boosts travel intent 22% with 'discover america' campaign, us marine corps reaches their audience through youtube, obama for america persuades voters on youtube, universal technical institute uses youtube's trueview ads to drive student enrollment, lg germany's eye-catching awareness campaign with google, brand usa creates a unique digital experience with google catalogs in lightbox, extra space storage goes local at scale with google, spotco uses google engagement ads to promote broadway musical "once", oxfam finds success with google engagement ads, how travel oklahoma is bucking tradition to win visitors.

The Definitive Guide to Brand Awareness Studies

• Brand Experience , Survey Tips

The goal of most brand awareness studies is to answer this one question:

What percentage of my target market is aware of my brand?

Other brand health studies are crucial to forming a complete marketing strategy, but measuring your brand’s market Recognition and Recall is the best first step.

Why is this metric so important? Easy. It is integral to the topmost section of the customer purchase funnel and dictates how large that section is:

You can only get out of the funnel as much as you put in, so it’s important to know how your brand awareness stacks up with the competition.

Two Types of Brand Awareness: Recognition vs. Recall

Brand awareness measures the extent to which consumers are familiar with your brand and product. As consumers we’re aware of brands in different ways — with some brands we’re reminded of our familiarity with them upon hearing it’s name, or seeing it’s logo in store aisles. Other brands enjoy “top of mind” status, which puts them immediately at the forefront when it comes time to make a purchase.

Brand Recognition (Aided Research)

These studies measure the ability for customers to recognize your brand from a list of brands shown. Brand recognition levels are crucial in scenarios where customers are presented with a selection of products from various brands, such as at the supermarket. Unless the customer has a “top of mind” selection, they will automatically recognize the brands where a level of familiarity already exists.

For example, you may purchase motor oil so infrequently that you’d be hard-pressed to recite the name of one brand off the top of your head. However, one quick scan of the selection at the local auto parts store and you just might find yourself leaning towards the familiar looking one in the bright yellow container. 

Brand recognition levels are especially important for newer companies and brands who do not yet have a solidified presence in the market.

Brand Recall (Unaided Research)

These studies measure the ability of customers to summon the name of your brand without having it appear in a list first. This means that an open-ended question must be used. Brand recall question types provide a higher “hurdle” than aided research. This means you will gather higher quality data from this method. A higher correlation is typically found between consumer preference and the results of an unaided study versus a lower correlation than with an aided one.

Where possible, data collection through unaided question types is much more preferable compared to aided questionnaires.

Four Additional Types of Brand Awareness & Health Studies

Brand awareness measures the percentage of your target market that is aware of your brand, but intelligence that you collect for changes in your marketing strategy cannot be fed by this alone. Your brand has an image, but are your brand’s attributes that you work so hard to market being reflected in the sentiments of those already aware of your brand? Let’s take a look at various brand health studies that in conjunction can be used to form your marketing strategy:

• Brand Image Study: Gather internal and external feedback to see how closely your customer’s perception matches the Brand Identity that you’re trying to cultivate.
• Brand Trust Study: In an era of data breaches, keeping tabs on your levels of brand trust is key. If your brand doesn’t appear trustworthy, you will have difficulty retaining customers.
• Brand Loyalty Study: Loyal customers can become evangelists, but you need to consistently track loyalty levels to determine how often this transformation is happening.
• Customer Profile Study: Changes in your core customer base may signal the need for a pivot, either in the product or your marketing messages (or both).

Two Ways to Conduct Your Brand Awareness Study: Online and Telephone Surveys

The example questions above are commonly found in online surveys. Increasingly, this has become a popular choice for studies of all kinds, brand studies included. Many people have web-oriented jobs and coupled with smartphones users have access to the internet for hours and hours per day. Respondents rarely plan their day to include survey-taking, but when the convenience level is so high they’re happy to share their opinion.

Advantages of Online Surveys for your Brand Awareness Study

• They offer the ultimate in convenience: participants can respond almost any time.
• Lower costs compared to telephone and in-person field studies.
• Fast field times to gather your representative sample.

Disadvantages of Online Surveys for your Brand Awareness Study

• Anonymity is more common: many online panel services do not allow for personally identifiable information to be collected.
• No live person to clarify questions.
• Technology requirements (access to a fast, web-connected laptop /smartphone) can make certain segments of the population almost impossible to reach.

Advantages of Telephone Surveys for your Brand Awareness Study

• Great ability to target a specific number of respondents within a narrow demographic or geo location.
• In certain studies it can allow for more in-depth probing of the respondent.
• Respondents can more readily decide to share their personal information.

Disadvantages of Telephone Surveys for your Brand Awareness Study

• Typically much more costly than online surveys.
• Fields times to capture your entire sample audience can be considerably longer.

Online Surveys: Best Practices for Brand Awareness Studies

Online surveys provide are an affordable option to provide high quality data for your brand health study. Unbiased results can be captured with quick field times, but only if you protect yourself from some common pitfalls and follow some best practices. Online survey creation platforms abound online, such as Alchemer, SurveyMonkey, and Qualtrics, to name a few. Whether you are using an online panel provider (recommended) or you have purchased an email list (not recommended), these best practices apply all the same.

Reach Your Target Audience, Use Disqualifying Questions

Even if the online panel company you’ve chosen to run your car brand study through claims that it can target those who are in the market to purchase a car with the next 12 months, given the margin of error that exists within panel companies you’ll still want to asked a question early in the survey confirming that this is the case. Online survey software typically provides “logic” features that automatically perform the disqualifications.

Use Audience Quotas

Basic demographics, such as age, gender, location and ethnicity should be asked as questions in your survey. If you plan to segment your some or all of these demographics it’s highly recommended that quotas are created for each of these. The only way to ensure that your quotas are accurate are to qualify the respondent through these questions on demographics. Online panel provides offer census data with regards to age, gender, location and ethnicity, which you can use to create your quotas. 

Use Unaided Question Types

As discussed previously, unaided questions provide data of a higher purity, since respondents must make top of mind recollections. Aided questions creates the opportunity for a margin of guesswork from your respondents.

Protect Yourself Against Bad Data

Most high quality online survey creation platforms feature tools that automatically quarantine low quality responses. Here are the main culprits that these data cleaning tools typically target:

• Speeders: Those whose survey completion times come in much lower than the average of all respondents of your survey.
• Straight-liners/Patterned Responses: Applies to check box questions — those who select all options within a single column, or follow a particular pattern (i.e. a zigzag pattern is known as “christmas treeing”):
• Gibberish and One-word Open Text Responses: Necessary for unaided questions is for respondents to share information in their own words. Entries that do not form words (gibberish) or consist of only ONE word can “cleaned” out of your data-set.
• Utilize Trap/Red Herring Questions: to protect against bots, as well as those who are answering your survey without actually reading your questions, can be weeded-out uses questions that have obvious answers:

Most online panel providers will provide replacement completes for these types of problematic answers, but it’s best to arrange for this ahead of time with the panel company before your study launches.

Run Your Brand Awareness Study Before a New Marketing Campaign

The results of brand awareness studies can serve as fantastic benchmarks. Placed as bookends around a major marketing effort, these studies can provide fantastic indicators on the performance of your initiative. At a minimum brand awareness surveys should be run once a year, but other opportunities arise as you assess the strengths and weaknesses of your product. SWOT analysis is perfect for this. SWOT is a structured planning method used to evaluate the strengths, weaknesses, opportunities and threats facing business ventures.

• Strengths: What are the attributes of your brand that it an advantage over others?
• Weaknesses: What attributes put it at a disadvantage relative to others
• Opportunities: what does the organizations stand to gain from this venture
• Threats: what could cause trouble for the organization as a result of this venture.

With SWOT many of the opportunities and threats are defined based on the strengths and weaknesses of your brand. But what if your strengths and weaknesses haven’t been affirmed by an external audience? A brand awareness study is a perfect tool to ensure that your perceived strengths and perceived weaknesses are reflected by the opinions in the market.

As Brand Awareness Increases, so Does Brand Preference

As increased awareness is unarguably a good for your brand, it stands to reason that there is a direct correlation here with brand preference. In fact, there have been multiple studies performed that document this correlation. A study conducted by Cahners Research involved 23,341 businesses and found the following results. With almost a direct ratio, brand preference rose along with brand awareness:

Image courtesy of www.5metacom.com

Want to Learn More About Brand Awareness Surveys?

Check out this blog entry: Why Brand Awareness Surveys Are Critical For An Effective Marketing Plan

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What Is Brand Awareness? A glossary definition | plus 4 marketing examples with results

This article was published in the MarketingSherpa email newsletter .

Brand awareness measures how many of your ideal customers are acquainted with your company and its marketplace identifiers, such as your company name, product names, logo, positioning, etc., and how deeply they are acquainted with it.

Brands can build customer brand awareness with branding campaigns and promotional marketing tactics. Here is an example from a 2004 MarketingSherpa case study : “Five years ago, AFLAC – though a Fortune 500 company – had little name recognition beyond its shareholders. The name itself seemed difficult for people to remember. Today, thanks to a comic advertising campaign featuring a quacking duck, AFLAC is a household word, with a consumer awareness level of anywhere from 85% to 92%.”

Now let’s look at four much more recent case studies.

Quick Case Study #1: Digital advertising experiment increases CTR 252% for digital marketing consultancy

Flint McGlaughlin, shared a digital advertising experiment in Call to Action Strategy: This marketer changed three words to improve conversion by 300% .

“Target the essence of the prospect’s purchase intent,” McGlaughlin taught in the session and used this experiment as an example. You can learn more about that lesson and this experiment by watching the session, but here is a quick look at the experiment.

The MECLABS Institute team (parent organization of MarketingSherpa) worked with SEM Dynamics to test the ads. “When we initially submitted the ads for optimizations, we were entering into a rebranding period for our company. However, we had yet to test how our new logo would affect user engagement,” said Matthew Post, Co-founder, SEM Dynamics .

The control (original) ad had the SEM Dynamics logo, a line of copy that read “Tailored Marketing Programs That Get Results,” and a button with the call to action to “SET UP A FREE CONSULTATION.”

Creative Sample #1: Control ad for digital marketing consultant

The treatment replaced the original logo with the new logo, which included the tagline “Search Engine Marketing.”

Creative Sample #2: Ad treatment #1 for digital marketing consultant

The tagline helped the treatment ad do a better job of targeting the essence of the prospect’s purchase intent, thus Treatment #1 generated a 24% higher clickthrough rate (CTR). “After seeing the results, we were happy that the new logo provided greater clarity for our brand,” Post said.

The team then ran a test to determine if adding credibility would help improve results. They created a treatment that added the MECLABS seal and the words “MECLABS APPROVED” and tested it against the original control.

Creative Sample #3: Ad treatment #2 for digital marketing consultant

Treatment #2 generated a 71% higher CTR than the original control.

The team then created a third treatment, this time adding a visual to show that the digital marketing consultant is a BBB (Better Business Bureau) accredited business with an A+ rating, along with the new, higher-performing logo. They tested this treatment against the original control.

Creative Sample #4: Ad treatment #3 for digital marketing consultant

Treatment #3 generated a 252% higher CTR than the original control.

“After Flint took the extra step and increased the credibility in the ads, the depth in which credibility affects our industry became clear to us,” Post said. “We are using the takeaways of increasing clarity and credibility throughout the design process as we continue to transition toward our new brand.”

Quick Case Study #2: Local painter pivots advertising strategy, decreases CPL by 55%

Issac Hashimi launched his business, Paint All Stars, in February of this year. His team launched a digital marketing campaign to raise awareness of Paint All-Stars with high-intent homeowners who were looking to paint their houses. As a new business, Paint All Stars felt it was best to develop a high-volume strategy to increase profits as soon as possible. Specifically, they were targeting a minimum job size of $3,000 to ensure the team was focusing on highly profitable work.

“I wanted to start this business because I didn’t want a job that was going to control my future,” says Hashimi, Founder, Paint All Stars . “But I knew I needed help running my business and wanted help building an effective marketing strategy.”

A huge piece of closing the most profitable jobs is targeting the right areas. To start the campaign, the team did an income analysis of Jacksonville, Florida – Paint All Star’s hometown. Through this analysis, they were able to identify the top opportunity neighborhoods to go after. In addition to acquiring highly geo-targeted leads through home service aggregators like HomeAdvisor and Porch, they also launched Facebook and Instagram ads.

“Most new business owners rely heavily on organic marketing to get up and running,” says John Jacob, CEO and Founder, Hoist (Paint All Stars’ business building platform). “Despite relying so heavily on paid marketing, Issac [of] Paint All Stars has been operating his business quite profitably, which is rare for a new business owner. With under $23,500 in marketing spend, 13 percent of his revenue is allocated to marketing. This is in line with a healthy and mature painting business.”

Marketing Solution #1

One of the initial assumptions the team had about generating leads is that they would primarily rely upon aspirational marketing. In their marketing visuals, they showed big dream houses with beautiful lawns and gardens. Why? The goal was to inspire homeowners to attain a more beautiful and prominent living space. The thought was that, with this inspiration in place, homeowners would be more excited about the opportunity to purchase a sparkling coat of paint for their current house.

Here’s an example of this type of creative…

Creative Sample #5: Facebook ad for local painter

What they discovered, however, was that this often fell flat. Their cost-per-lead (CPL) on this ad, for example, was $89.43. It is possible to turn a profit with this CPL, but it’s difficult. Often, you’re going to be just breaking even.

Marketing Solution #2

Because of this, the team pivoted its strategy. Instead, they started utilizing content showing painters at work. Here’s an example…

Creative Sample #6: Facebook ad for local painter with new strategy

They complemented this ad by displaying the key traits of the Paint All Stars team as text on the image. The team wanted the ideal customer to come to the conclusion that in addition to competitive pricing, Paint All Stars is incredibly reliable and flexible.

CPL fell by 55%, down to $40.52, which is more profitable for the local painter.

Hashimi launched his business in February of this year. Although the typical painting business only does around $50,000 to $60,000 in revenue during its first six months, Hashimi has been able to do over $180,000. Most notably, he did $48,000 in revenue in July 2022 alone.

What the brand learned from this test to better serve the end customer

This test helped the team cement just how vital customer trust and connection are in the painting industry. Choosing a home painter isn’t like choosing a $50 product on Amazon that people know they can return. It’s a big investment (often $3,000 to $6,000) and relatively intimate because you’re letting people into your home for an extended period of time.

Rather than creating a grandiose vision of a huge, fancy house and convincing people to paint their home, the team discovered that it’s much better to find who’s already thinking about painting their home and connecting with them on a more personal level about why they can trust your company to make their dreams a reality.

Quick Case Study #3: OREO x McDonald’s influencer marketing campaign generates 298,000 engagements on Instagram for limited-time product

OREO and McDonald’s are doing pretty good on the brand awareness front. OK, that’s a pretty big understatement. These are some of the biggest brands in the world. So perhaps they don’t need to focus as much on brand awareness as a digital marketing consultancy or local painter?

Not the case. In addition to their overall brands, they have a slew of individual products that hunger for brand awareness as well. For example, OREO and McDonald’s wanted to promote the limited-time OREO Shamrock McFlurry – a combo of vanilla soft serve with McDonald’s Shamrock Shake flavor and OREO cookie pieces sold at McDonald’s restaurants.

Influencer marketing was a key part of the promotion strategy. “When relaunching our OREO Shamrock McFlurry, we wanted to create as much buzz around the product as possible to drive hungry consumers into McDonald’s locations nationwide,” said Justine Chapin, Marketing Services Manager, Mondelēz Foodservice (the foodservice arm of Mondelēz International, parent company of OREO). “We proposed the idea of having notable lifestyle and foodie influencers share how they ‘rock out’ the moment they taste the fresh OREO Shamrock McFlurry.

“To bring this campaign to life, our team recruited three top-tier lifestyle and foodie influencers to share an Instagram video or Reels of their ‘fresh spring moment’ trying the OREO Shamrock McFlurry,” said Tiffany Borland, Director of Brand Partnerships, HireInfluence (Mondelēz’s influencer marketing agency). “These influencers aligned with a targeted age demographic of 18 - 34 years old, and demonstrated proficiency in high-quality content, relatability and authenticity in relaying the brands’ message in a way that resonated with the target demographics.”

The three influencers selected were Zahra, Courtney, and Richard.

Zahra (zahr4 on Instagram) had 481,000 followers at the time of the campaign and shared one post, four stories, and one ad. Courtney (colormecourtney on Instagram) had 754,000 followers and shared one post, five stories, and two ads. Richard (hangryblogger on Instagram) had 167,000 followers and shared one post, four stories, and three ads.

The content creators promoted the #OREOShamROCKout campaign and showed audiences how refreshing and enjoyable the new OREO x McDonald’s offering was. The versatility of influencers allowed for the OREO Shamrock McFlurry to be seen by a variety of key audiences as it creatively built excitement and urgency for customers to get the OREO Shamrock McFlurry during its limited window of availability.

Creative Sample #7: Screen grab of Instagram video from Courtney

“While encouraging consumers to try our product, we were able to empower them to have as much fun as possible when consuming the minty OREO McFlurry,” Chapin said.

The campaign generated 1.7 million impressions, 1.3 million video viewers reached, 298,000 engagements, and 294,000 video views.

The sentiment surrounding the campaign showed an overwhelming amount of positivity (35% of language used) and joy-filled emotions (24%) as well as notable amounts of words associated with trust (12%) and anticipation (9%). The sentiment analytics results demonstrate an audience sentiment most associated with the following words: “love,” “cute,” “omg,” “mint,” “sparkles”, “yum”, and “green.”

Creative Sample #8: Reaction from Courtney’s followers on Instagram

“We believe the results were so fruitful because the campaign not only tied into McDonald’s campaign to focus on color play, but it also showcased how the McFlurry excited consumers. We wanted the campaign to depict the experience one can have when indulging in this limited-time menu item, through sharing authentic first-hand experiences,” Chapin said.

The team discovered that connecting with the ideal customer via social channels should include a mixture of in-feed posts with Instagram Stories – to maximize exposure, direct traffic, and increase the longevity of the content.

While Instagram Stories are best used to build context and direct traffic (via the link feature), Instagram feed posts performed marginally better than Instagram Stories by producing the highest average engagement figures with Instagram Reels. The feed posts also produced higher quality content that lives on the influencer’s feed for a longer period, getting continued exposure well after the campaign has ended.

In addition, the campaign performance demonstrated that the Bakery & Sweets, as well as the Family & Children vertical, are highly effective categories to target.

Quick Case Study #4: New position and strategy drive brand awareness, enabling laboratory insights company to 3x growth rate

The onset of the global COVID-19 pandemic put a spotlight on laboratory testing and results, creating a perfect opportunity for Avalon Healthcare Solutions to redefine the company’s brand and product offering.

The team went through a process that resulted in identifying where Avalon offers a breakthrough solution that is unrivaled in the industry, instead of competing in an existing market.

Avalon reintroduced its brand as the “World’s First Lab Insights Company.” The company changed its brand promise from helping health insurance companies save money on what they pay for lab testing. The new position focused on harnessing lab testing to pioneer a new era of value-driven healthcare by unlocking the potential of lab data to proactively drive appropriate care and enhance clinical outcomes for the healthcare ecosystem.

That’s a higher value to potential customers and the team hoped it would lead to a higher order of financial success.

This category, lab insights, positions Avalon as the first—and only—company to use lab test values collected across various healthcare encounters to create a more holistic picture of a population and individual’s health, resulting in the healthcare Triple Aim—better patient outcomes, at a lower cost, while improving the patient experience.

To communicate this new value, the team went through a complete rebrand with the creation of a new logo, brand colors, guidelines, tone, and positioning/messaging, necessitating a redesigned website.

Creative Sample #9: Previous website for laboratory insights company

Creative Sample #10: Redesigned website for laboratory insights company

The new website featured a “Resources” section that allowed the company to establish itself as a thought leader, offering content in the form of webinar recordings, white papers, and case studies.

The new brand positioning necessitated a new content marketing strategy to fill those resources. The team had to create content for Avalon’s target audience (the C-suite of health plans) that offered them a new way to solve a known problem.

“In this case, health plans’ known problem was the need to accelerate value-based care. Avalon offered them a new way to solve this by helping them understand they needed to think differently about lab testing. Previously, health plans did not place much attention [on] lab testing because they didn’t believe it was a large driver of healthcare costs,” said Holley Malia Miller, President & CEO, Grey Matter Marketing (Avalon’s PR and marketing agency).

Creative Sample #11: Previous webinar for laboratory insights company

Creative Sample #12: New webinar for laboratory insights company based on content strategy to support the re-branding

“Because this content was educational in nature – focused on a new way to solve an urgent known problem, we saw a 33% increase in LinkedIn followers and an average post engagement rate of 8.69%,” Miller said.

Website pageviews increased by 430% year-over-year, and website sessions increased by 363% year-over-year. The retooled webinar series saw registrations triple in just six months.

The new category approach also helped drive a 49% growth in talent acquisition.

All these results were built on an improvement to the product offering itself – the insight mining process that led to the rebranding helped to uncover a product development pathway that would generate a 2x to 3x increase in value to its clients compared to its existing product offering.  

"The investment in category design should have happened sooner for Avalon. Having a clear understanding of who we are and why we need to exist is fundamental. Lab Insights is much bigger and better than where we were in the laboratory benefit management category. We now have something to speak to the prospect's CMO about. We now have some sizzle to drive new growth and revenue. This new category is the reason that Avalon has seen three times the growth rate in the past two years,” said Bill Kerr, CEO, Avalon Healthcare Solutions .

Related resources

Using new social media to create brand awareness

Social Media Marketing: 7 steps for using contests and sweepstakes to promote your brand

Content Marketing: Encouraging sales and upsells at the point of purchase

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What is a Brand Awareness Study? A Market Researcher’s Insights

A brand awareness study can help you gauge how well your target audience is aware of your brand. read below to learn more about measuring brand awareness through market research., inside this article…, introduction, what is a brand awareness study, benefits of a brand awareness study, 25 brand awareness survey questions, successful brand awareness study examples, how to create a brand awareness survey.

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Brand awareness refers to how familiar your target audience is with your brand. It’s an important factor in trust and credibility, so improving your brand awareness should be a major priority for your marketing team.

However, it’s important to have a starting point. That’s where a brand awareness study comes in. With a brand awareness study, you can gauge how well your target customer is already aware of your brand and how much work your team has to do in order to improve that awareness.

Throughout this article, we’re going to talk more about what brand awareness studies are, the benefits of conducting one, questions to ask, and more.

Let’s dig in.

A brand awareness study is a market research project designed to gauge how well the public or a specific target market recognizes, remembers, and understands a brand. Having this data can help you figure out how to properly position your brand in the market.

There are several factors surrounding brand awareness and the type of study you need to conduct.

Factors include:

• Brand recognition: Can consumers identify the brand based on its logo, tagline, packaging, or advertising?
• Brand recall: Can consumers remember the brand without any prompts, just based on product category or need?
• Brand image: What do consumers think of when they hear or see the brand? What associations do they have with the brand?
• Brand loyalty: Are consumers likely to choose this brand over competitors, and are they likely to repeat purchase?
• Brand equity: What is the perceived value of the brand in the eyes of consumers?

Brand recognition and brand recall are two of the most important. Brand recognition is a type of aided brand awareness , where you see if customers recognize your brand amongst a list of competitors. Brand recall is a type of unaided brand awareness , where you see if customers think of your brand among the top options in your market without assistance.

You can include both types of brand awareness questions within your study or survey—more on that shortly.

Not sure if a brand awareness study is right for your business or where you’re at right now? Brand awareness surveys and studies can be useful for businesses of all sizes, from giants like Nike and Apple to small businesses and startups.

Here are a few benefits of conducting brand awareness studies.

Identify the Target Market

Brand awareness studies can be used to help businesses understand who their target audience is.

Knowing demographics , preferences, and behaviors can help in tailoring marketing efforts to reach and engage this audience more effectively.

Understand Brand Perception

This type of study can also help businesses understand how their brand is perceived in the market. They can uncover what people think and feel about their products, services, and overall brand image, providing valuable insights into where improvements might be needed.

Competitive Advantage

By conducting a brand awareness study, companies can identify how they stack up against their competitors in the minds of their target audience. They can discover their unique selling propositions (USPs) and areas where they outperform their competitors, which can then be emphasized in their marketing strategies .

Measure Marketing Effectiveness

These studies can be used to measure the effectiveness of marketing campaigns and strategies over time. By tracking brand awareness levels before and after a specific marketing initiative, businesses can get a clear sense of whether their efforts are improving brand visibility and recognition.

Inform Future Strategies

The insights gained from a brand awareness study can guide future business and marketing strategies. For example, if a study shows that the brand resonates with a certain demographic group, the business may choose to focus its efforts on this market segment .

Product Development

Brand awareness studies can also reveal what consumers like or dislike about a company’s products or services. This feedback can guide adjustments to current offerings or inspire the development of new products or services.

There are many ways to conduct a brand awareness study, but doing so via survey is a popular and useful methodology. However, you need to know the best survey questions for your brand.

Take some inspiration from these brand awareness survey questions to help you program your survey . These questions can help businesses understand how well their brand is doing in the minds of consumers and identify areas where they could improve. They can also be used to track changes over time, providing insights into the effectiveness of branding strategies and campaigns.

Here are 25 brand awareness survey questions, sectioned off by the various factors we mentioned earlier in this article.

Unaided Brand Awareness Questions

• When you think of [product category], which brands come to mind?
• Can you name any brands that make [specific product]?
• What’s the first brand that comes to mind when you think about [industry or product]?
• How would you describe [specific product] to a friend?
• Which brands do you purchase [specific product] from?

Aided Brand Awareness Questions

• Have you heard of [brand name]?
• Which of the following brands have you heard of? [List of brand names]
• When you see this logo (provide logo), can you identify the brand?
• How did you discover [brand name] for the first time?
• When was the last time [brand name] crossed your mind?

Brand Image Questions

• How would you describe [brand name] to someone who has never heard of it?
• Which three words come to mind when you think of [brand name]?
• What is the first feeling you associate with [brand name]?
• What do you perceive as [brand name]’s unique selling proposition?
• Please rate your last experience with [brand name].

Brand Loyalty Questions

• How likely are you to choose [brand name] over other brands?
• Would you recommend [brand name] to a friend or family member?
• Have you ever switched from [brand name] to a different brand? If yes, why?
• Would you consider trying [brand name]’s other products/services?
• How favorably do you think of [brand name]?

Brand Equity Questions

• Do you think [brand name] offers good value for the price?
• Do you trust [brand name]?
• To what extent do you trust [brand name] to solve your problems?
• How does [brand name] compare to [competitor’s brand name] in terms of quality?
• How has your outlook on [brand name] changed over the years?

Brand awareness studies have long been a great way to identify what potential consumers think of your brand, how well they recognize it, and how it compares to competitors. Brands small and large have used this type of survey for years.

Here are a few historical examples to showcase how brand awareness studies have been used in the past.

Coca-Cola is a well-documented example of a brand that has invested heavily in brand awareness. They conducted extensive market research and brand awareness studies to develop their “Share a Coke” campaign .

They found that younger consumers felt disconnected from the brand, leading them to create a campaign where Coke bottles were personalized with common names. This boosted both sales and brand awareness as young people enjoyed buying and sharing the bottles across social media.

McDonald’s regularly conducts brand awareness studies to help shape its global and local marketing strategies.

For instance, when they first entered the Indian market, they used these studies to understand local food preferences, leading to the creation of unique offerings like the McAloo Tikki and Maharaja Mac.

Brand awareness studies also helped them position McDonald’s as a family-friendly brand, a move that has proven successful around the world.

Dove has used brand awareness studies to reshape its brand entirely. Their “Real Beauty” campaign , which focuses on broadening the definition of beauty and promoting body positivity, came about as a result of a brand awareness study.

The study indicated that only a small percentage of women considered themselves beautiful. This insight helped Dove position itself as a brand that cares for “real beauty,” significantly increasing its brand awareness and popularity.

Apple has often used brand awareness studies to shape its brand identity and product development.

For instance, the company learned from its market research that consumers saw their products as innovative, reliable, and user-friendly. This insight led Apple to double down on these perceptions in their advertising and product development.

If you want to create your own brand awareness study, one of the best ways to do so is through a survey. Follow this six-step guide to create and promote a brand awareness survey so you can gauge where your business is at.

1. Partner With a Market Research Team

For a professional survey with a widespread audience, your best bet is partnering with a market research firm (like OvationMR ). We can help draft survey questions, put your survey in front of the right audience, analyze your results, and more.

However, if you’re looking for a more DIY approach, there are a number of affordable market research tools (like survey makers and reporting tools) that can help.

2. Pinpoint Your Target Audience

Who is your company’s target customer? The person who is most likely to buy from your business is the best person to help you gauge your overall brand awareness.

You should have a buyer persona that lists out your target customer, their basic demographics, interests, buying patterns, and other identifying information you have.

Note: If you haven’t put something like this together, our team at Ovation can help. We support clients in refining or defining their target audience whether they just need a bit of guidance or want us to flesh out the specifics.

Once you have your persona, you’ll be able to reach a sample of that audience with your survey. Again, working with a team like ours garners you access to a large sample of users. You can also use social media ads to put your survey in front of the right people.

3. Draft Your Brand Awareness Survey Questions

Next, start drafting the survey questions you want answered. As a newer business, you’ll want to rely heavily on aided brand awareness questions as many of your target customers may not know of your business yet. However, you should still include at least one of each type of survey question.

Go back to our list of 25 survey questions to gather the ones that are most important to your business. Our team is available for guidance here if need be.

You’ll want both quantitative and qualitative questions here. Quantitative will be multiple choice while qualitative are open-ended questions for respondents to fill in themselves. Both provide valuable insights and are measurable in different ways.

4. Add Disqualifying Questions

Disqualifying questions are important in any survey. Even if someone falls in your target audience, that doesn’t necessarily mean that they actually have interest in your product or service. If someone says they don’t buy your product or service, there’s no need to have them complete the rest of the survey.

There are other disqualifying factors as well. Just because your survey has made it in front of someone doesn’t necessarily mean they have valuable insights to add. There should be questions designed to opt those people out of the rest of the survey.

5. Measure Results

And finally, once you’ve launched your survey and generated enough responses, it’s time to measure your results. Pay attention to how many times your brand name is mentioned in the unaided questions as well as how many people have heard of your brand in the aided questions.

Other ways to measure brand awareness include:

• Social media mentions
• Web traffic
• Brand tracking

6. Improve Your Brand Awareness

If you want to improve your brand awareness based on your survey findings, there are a number of ways to do so. Here are a few tips to get you started:

• Run social media ads
• Partner with other brands and influencers
• Sponsor events
• Create publicized product launches
• Appear as a guest on a video or podcast series
• Focus on creating high-quality online content

Be where your target audience is to increase the number of people who know about your brand. In the end, the more people who know about your brand, the more people will shop with your brand.

Let OvationMR Help With Your Brand Awareness Study

Want to conduct your own brand awareness study? We’re here to support you. Get in touch with someone from our team to learn how we can work with you on a brand awareness survey to see how well your target audience knows your brand.

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6 Examples of Great Brand Strategy Case Studies

What is Brand Strategy?

The term brand strategy relates to the methods a brand will use to market its products or services to consumers. It focuses on how they present and position themselves in the market. There are several strategies a brand can use and here are some of the biggest.

Company Name

This is where a brand will focus on marketing their company/brand name as a whole. They don’t focus on any specific element of their brand, services or products. Their goal is to improve brand awareness through marketing their name alone.

Individual Branding

This is where a brand will focus on a specific element of their brand. This could range from an individual product to a service, or even a person. This form of branding moves away from overall brand marketing and narrows its focus towards a specific element.

Attitude Branding

This is where the brand markets the idea or emotion behind their brand rather than the name or product. A brand will align itself with this idea, emotion or feeling and market their association with this factor.

Brand Extension

Brand extension is when a brand markets a sub-brand rather than the overall parent brand. Many big brands are owned by even bigger brands, but they don’t market the larger parent brand.

Private Label

Not all brands or companies create their own products. The term private label refers to products that are produced for multiple brands from one creator. Private labels offer an in-house version of commonly produced products, and a brand can market this as a lower price alternative, for example.

Brand Strategy Case Studies

There are many successful branding case studies we could use to explain each element of a brand strategy. However, we believe these 7 examples help explain the power and benefits of brand strategy well.

Red Bull – Company Brand Name

Red Bull is somewhat of a powerhouse in the world of brand marketing. Their company-based brand marketing strategy is one of the most complete but does require a lot of budget. Running F1 teams and sponsoring extreme sports athletes doesn’t come cheap but it can lead to virality.

What Has Red Bull Done?

Red Bull has always known their target market and have found a way to communicate with them. Their initial brand marketing involved finding out where their target market would hang out and hand out free products: increasing brand awareness and word-of-mouth exposure.

Now, with a much larger budget, they still perform the same style of marketing. They know where their target market will be online or what sports they enjoy and position themselves there. Be it an F1 race or an 18 year old university student looking at skydiving content on YouTube.

What Can We Learn From Red Bull?

Understanding your target market will help you position your brand correctly. Their brand is so well known most will associate it name with their favourite sport before a canned energy drink.

Apple – Individual

Apple has always pushed their products before their brand name. Hosting large expos to launch a new product and advertising their latest phone before looking to raise brand awareness. The ‘Shot on Iphone’ ad campaigns are a great example of their marketing efforts pushing the quality and ability of their products.

What Have Apple Done?

Apple focuses on the consumer within its marketing efforts and aligns this with their product. Their push towards innovation is clear from their slogan ‘Think Different’. They look to expose their product strengths and do this through TV advertising and tech influencers.

What Can We Learn From Apple?

If we’re looking to market an individual part of our brand, like a product, it’s important that we first understand the benefits. By understanding the benefits we can market these and draw attention to the selling factors. Ensuring the individual element embodies the overall brand message.

Air Jordan – Brand Extension

One of the most recognisable brand extensions is Air Jordan. A sub-brand of Nike, Air Jordans have become some of the most successful and sought after shoes in the market. They currently sell somewhere around $5 billion worth of shoes each year.

What Have Air Jordan Done?

Nike aligned their product with an up and coming basketball superstar. They also moved away from the Nike brand name as, at the time, it wasn’t ‘cool’ within the basketball scene. By focusing on the brand extension, Air Jordan, they were able to market it alongside the athlete.

What Can We Learn From Air Jordan?

Brand extensions don’t need to follow the same brand message as the parent brand. They can be unique and move away from what would be expected of the parent brand, giving them freedom to push in other directions to reach a wider potential customer base.

Aldi – Private Label

Aldi is a European supermarket that has found great success with their private label range. In fact, 90% of Aldi’s products are private label and, as the majority of their products are in-house, they’re able to control price and availability. This flexibility gives them an edge over their larger supermarket competitors.

What Have Aldi Done?

Aldi have run a number of brand marketing campaigns, however, their focus on the quality of their private label stands out. The ‘I also like this one’ campaign is a great example of how they compare themselves to others in the industry. Backing it up with consumer data, they are able to stand out as just as good but less expensive.

What Can We Learn From Aldi?

If you’re a private label brand, it’s important to know your strengths and weaknesses. Perform market research to gather relevant data and market using this information. Part of the 4 Ps of marketing is ‘price’, so it’s important to consumers that the price is competitive.

Jeep – Attitude Branding

Jeep brand themselves alongside the idea of adventure. Jeep’s marketing campaigns are all focused around the idea of the car being a tool to achieve adventures. This is a great example of how a brand can align themselves with an idea and brand the idea with the product.

What Have Jeep Done Well?

Jeep have understood their target market and have in some ways built their target market around their products. They have positioned themselves through advertisement and product placements to be recognised alongside an attitude.

What Can We Learn From Jeep?

Marketing and branding doesn’t always have to be about yourself. Branding can be an idea that you and your products envelop. Marketing this idea can associate you with that idea. You are therefore no longer just Jeep, you are the adventure car.

Enhancing a Brand Strategy

Not every brand is the same and not every strategy works for every brand. It’s important to understand who you and who your customers are before you develop a brand strategy. Knowing this will give you the best chance of success when launching a new campaign.

For more help and support in creating a brand strategy for your business or company get in contact with Fellow. You can also view our brand strategy page here.

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9 Creative Ways to Improve Your Brand Awareness

The most valuable brands are usually the most recognizable. Learn how to increase your brand awareness on social media and beyond.

9 ways to improve brand awareness

Brand awareness: It’s one of those concepts you know you need to understand, but perhaps you find it somewhat… hard to pin down? You’re not alone.

On the surface, it’s simple. Brand awareness = people being aware of your brand . But how do you measure that? And what’s the exact brand awareness definition that makes sense for your business?

We explain everything you need to know about how to create an effective brand awareness strategy below.

Bonus: Get a free social media strategy template to quickly and easily plan your strategy, track results, and share with your boss, teammates, and clients.

What is brand awareness?

Brand awareness is a measure of how well people recognize your brand, including how “aware” they are that your brand exists at all. Rather than a simple individual metric, brand awareness is a concept that touches on many different KPIs, from traffic to social share of voice.

We’ll get into the details of how to measure brand awareness later in this post, but for now think of it as one indicator of brand health.

If you want to learn more about how social listening can help you monitor and improve brand awareness, we’ve got a video that just might help:

Why does brand awareness matter?

Strong brand awareness and brand recognition means your brand is top of mind when people think about the category of products or services you sell. They recognize your logo or tagline, making it easier to communicate effectively through social content, especially in images or short-form video.

Brand awareness is a required first step before building brand loyalty. After all, customers can’t love your brand until they know and recognize it.

Think about it as the difference between Coke and store-brand generic cola. No one’s wearing a T-shirt showing their love of generic cola. Sure, people buy it – usually because it’s the cheapest option. But no one is evangelizing for the generic brand.

The most valuable brands are usually the most recognizable. Nike is the most valuable apparel brand. Apple wins the consumer technology category. And, yes, Coca-Cola is tops in food and beverages.

You don’t need to reach the level of these behemoths to benefit from brand awareness, but there’s a lot you can model in the way these companies have built their brands.

How to increase brand awareness: 9 tactics

1. build a recognizable brand.

Brand building is an important first step for brand awareness. That means you need to have a clear idea of what your brand is and what it represents. What does your brand look like? Sound like? Stand for?

Some key components to a recognizable brand include:

Brand voice

What kind of tone do you use ? Are you formal or casual? Cheeky or serious? Playful or businessy?

You don’t need to use exactly the same tone in every format. Your brand voice on social media might be more light-hearted and fun than the voice you use in, say, print ads. Your voice might even shift a little from Facebook to TikTok.

But the way you speak to customers and about your product should ultimately be recognizable across channels. Choose some consistent key words and phrases and follow your style guide .

Brand aesthetic

Consistency is key to brand building and brand awareness. That’s true for your look as well as your words.

What are your brand colors? Fonts? What is your overall look on visual platforms like Instagram and TikTok?

For example, look at these Instagram posts from Old Navy and Banana Republic. Both brands are owned by the same company, but each targets a different demographic, with a social aesthetic to match.

View this post on Instagram A post shared by Old Navy (@oldnavy)

View this post on Instagram A post shared by Banana Republic (@bananarepublic)

Brand values

We’ve talked about defining what you look and sound like. But brand values define who you are as a brand. Having a clear set of brand values is the most important component of building a recognizable brand.

Don’t get hung up on your ideas of what values have to be. This isn’t all about doing charity work or making corporate donations (although those can certainly be aspects of how you live your brand values). This is more about defining what you stand for as a brand and how you embody that in your interactions with everyone from customers to employees.

Make sure your brand values align with those of your target audience. According to the Edelman Trust Barometer , 58% of consumers buy or advocate for brands based on their beliefs and values, while 60% of employees use beliefs and values to choose their employer.

This is not about lip service. What you do is at least as important as what you say.

Source: 2022 Edelman Trust Barometer Special Report: the New Cascade of Influence

Logo and tagline

You could argue these are part of your brand voice and aesthetic, but they’re important enough they deserve to be called out on their own. These are the instantly recognizable representations of your brand.

If you read “Just Do It” or see the iconic swoosh, you don’t need anyone to tell you you’re looking at a Nike product or ad. Red Bull gives you what? (Say it with me now: Wings .) Put some thought into these aspects of your brand, as they’ll become the currency of your brand.

Source: Nike on Facebook

2. Tell a brand story

This correlates to some of the elements we’ve already talked about, but it goes a little further than your brand values and voice. Your brand story is the narrative of your brand and how it got to be that way.

For an entrepreneur, the brand story might be that they spotted a problem in their day job and invented a solution to fix the problem.

For a larger business, your brand story might be a conglomeration of your mission statement and your history.

Every brand has a story. But the critical component for brand awareness is to tell that story. Use narrative to showcase your brand story through, for example, customer experiences, or by marking key milestones in your growth.

For example, Harley-Davidson produces The Enthusiast magazine , which showcases rider stories as well as riding tips and information about new models and gear. Rider stories also feature on their social channels:

View this post on Instagram A post shared by Harley-Davidson (@harleydavidson)

3. Create value beyond your product

A key way to build long-term brand awareness is to create value beyond your product. Think about ways you can inform, educate, or entertain.

Do you or your team have specialized expertise? Don’t keep it to yourselves! Share your knowledge through a blog, podcast, YouTube channel, or newsletter.

This shouldn’t be about making sales directly. Instead, this is a relationship-building and brand awareness practice that creates more opportunities for audiences to get to know your brand.

For example, Patagonia creates films that align with their brand values and story. Their products appear in the films, but there is no hard sell. The value is in the films themselves. The webpage where the films live says, “We are a collective of storytellers who make films on behalf of our home planet.”

4. Create shareable content

This overlaps a little bit with the last couple of points, but here we’re focused specifically on creating content that’s easy to share. While it’s not always possible to predict what will go viral, you can certainly take steps to make your content more discoverable and shareable.

First, you should follow social media optimization best practices like posting consistently and at the right time .

But also create content that your followers will want to share. This aligns with the idea of providing value in your content rather than always trying to make a sale. Try adding a call to action that suggests sharing your resources or tagging a friend.

View this post on Instagram A post shared by Thuja | Swissfoodstagram 🇨🇭 (@thuja_leo)

Also make your content easy to share with social sharing buttons on your website and blog, which can help provide social proof.

5. Contribute to your community

Not all brand-building happens online. You can establish brand awareness by contributing to your community in concrete ways like sponsoring events, offering corporate donations, or facilitating employees’ participation in charity work.

This can be as big as the sponsorship of a major event, like Vancouver’s annual fireworks competition, known as the Honda Celebration of Light.

View this post on Instagram A post shared by Honda Celebration of Light (@celeboflight)

Or it could be as simple as contributing an item to a silent auction for a local fundraiser.

6. Offer a freebie

Everyone loves a freebie. Offering something for free is a good way to get skeptical potential customers to try your product. It can also create buzz about your brand online.

Whether it’s a free sample, a free trial or a “freemium” business model, a free taste of what you offer helps get people in the door and spreads awareness of your brand.

What’s the difference between a free trial and freemium?

In a free trial, you offer all or a version of your regular product or service for free for a limited time – usually 7, 14, or 30 days.

With a freemium business model, you offer a basic version of your product for free indefinitely with the option to upgrade to a paid plan for more advanced features.

For example, Hootsuite offers a limited free plan and a 30-day free trial on the professional plan.

Source: Hootsuite Professional

7. Run social media contests

The point above is all about creating brand awareness by making it easy for people to try your product or service. This point also involves free stuff, but here it’s about using a giveaway to draw attention to your brand on social media.

The “tag-a-friend” entry model of social contests is a particularly good way to get new eyeballs to your social accounts and in turn raise awareness of your brand. If you collaborate with another brand or content creator , you’ll increase your potential new audience size even more.

View this post on Instagram A post shared by BlendJet® – Official (@blendjet)

8. Work with the social algorithms

Instagram may have backed off its recommended content algorithm changes for now, but it nonetheless looks like recommended content is here to stay on Meta platforms. Mark Zuckerberg emphasized this in the latest earnings call:

“Right now, about 15% of content in a person’s Facebook feed and a little more than that of their Instagram feed is recommended by our AI from people, groups, or accounts that you don’t follow. We expect these numbers to more than double by the end of next year.”

And, of course, recommended content on the FYP is the driving force on TikTok.

Recommended content increases the opportunities for discovery on social platforms, as your content is seen by users who don’t yet follow you. That extra exposure is a good way to increase brand awareness.

But as Instagram learned when it leaned too hard into recommended content, people only like what they like. Basically, having your content show up in users’ feeds is only part of the equation. To generate real brand awareness, you have to create content they actually want to see.

We’ve got full blog posts on how to work with each of the social platforms’ algorithms, if you want to dive into this social media marketing strategy:

• Instagram algorithm (TL;DR: Reels. Reels. And more Reels.)
• Facebook algorithm
• Tiktok algorithm
• Twitter algorithm

To make sure the content you create is actually valuable to your potential audience, you’ve also got to understand who that audience is. For more details, check out our post on how to find your target market .

9. Run awareness ads

The social networks all know that brand awareness is a key business goal for many brands using their tools, which is why they offer ads that specifically focus on awareness.

Which targeting option is best for achieving brand awareness? The specific label may vary by platform, but it will always be called something like Awareness, Brand Awareness, or Reach.

Source: Meta Ads Manager

Here’s how Meta describes the brand awareness objective for ads on their platforms:

“The brand awareness objective is for advertisers who want to show ads to people who are more likely to recall them.

The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows how many people we estimate would remember your ad if we asked them within two days.”

LinkedIn puts it a little more simply: “Tell more people about your products, services, or organization by selecting the Brand Awareness objective for your ad campaigns.”

Meanwhile, TikTok calls its branded hashtag challenge ad format the “master of mass awareness” and one of the “biggest and best ad formats for widespread and unmissable awareness.”

In short, brand awareness ads are a straightforward way to ensure your social advertising budget goes toward building awareness for your brand.

Create. Schedule. Publish. Engage. Measure. Win.

How to measure brand awareness

As we said right up at the top, brand awareness is not a single metric. But there are a number of stats you can use to measure it. Here are some of the most important brand awareness metrics and how to track them.

Note that while each of the social platforms offers its own analytics tools, those give you a siloed picture of your results one account at a time. For an overall view of your brand awareness success, it’s important to look at all the platforms together.

An analytics dashboard like Hootsuite Analytics makes measuring brand awareness metrics much easier by tracking data from all your social accounts in one place with the ability to create custom graphical reports that help you see changes in brand awareness over time.

Reach indicates the number of people who see your social content. When more people see your content, more people are likely to start to recognize what differentiates you as a brand. (This is why it’s so important to have a consistent brand voice and aesthetic.

When tracking your reach as a measure of brand awareness, pay special attention to the number of followers and non-followers.

Non-followers who see your content are potentially being exposed to your brand for the first time, generating new awareness.They’re seeing your content because it was recommended to them, either by one of their social contacts or by a social algorithm.

Impressions

As noted above, reach measures the number of people who saw your content (or, more specifically, the number of accounts that saw your content). By contrast, impressions measures the number of times people saw your content.

If your number of impressions is significantly higher than your reach, people are looking at your content multiple times. This can be a great signal of brand awareness. After all, the more times someone looks at a single piece of content, the more likely they are to remember the brand behind it.

Audience growth rate

Audience growth rate measures how quickly your audience is growing. This provides great signals of brand awareness, as followers are certainly more likely to know about and recognize your brand than are people who don’t yet follow you.

To calculate audience growth rate, take your number of new followers over a certain period and divide it by your total existing followers. Then, multiple by 100 to get your audience growth rate as a percentage.

Social share of voice

Social share of voice is a good way to measure awareness of your brand compared to your competitors. It indicates how much of the social conversation in your industry is dedicated to your brand.

To calculate social share of voice:

• Tally all the mentions of your brand across social networks – both tagged and untagged. (A social listening tool like Hootsuite is extremely helpful here.)
• Do the same for your key competitors.
• Add both sets of mentions together to get a total number of mentions for your industry.
• Divide your mentions by the total.
• Multiply by 100 to get a percentage.

Direct traffic

Direct traffic is an indication of how many people land on your website by typing in your website address directly. (As opposed to finding you through a search engine, social channel, and so on.)

If someone knows your URL, they’re pretty clearly aware of your brand.

Using a web analytics tool like Google Analytics , you can see how people find your website online. Look for the direct traffic information to see how many people are typing your URL directly into their browsers.

3 examples of brand awareness campaigns on social media

1. the balvenie.

The Balvenie Whisky brand awareness campaign featured a YouTube web series in partnership with Questlove. The series featured meaningful interviews with celebrity creatives and thinkers, while raising awareness for the brand.

The marketing campaign brought in 5.1 thousand new YouTube subscribers and raised key brand awareness attributes above the relevant benchmarks.

2. Naked Juice

Naked Juice used Facebook and Instagram video and photo collection format ads with the reach objective for its brand awareness campaign. The ads, which appeared in both feed and Stories, used strong imagery and large text overlay to raise brand awareness with or without sound.

Source: Facebook

The campaign saw a 3.7 point lift in brand awareness.

3. Savage X Fenty

Savage X Fenty used brand awareness ad objectives to reach new audiences on Facebook and Instagram. The awareness ads focused specifically on creating a strong sense of brand, with sales or offers as a secondary focus.

Targeting all women in France, Savage X Fenty created half the ads themselves, and partnered with a group of Instagram influencers to create the rest.

Source: Instagram

These brand awareness ads resulted in a 6.9 point increase in ad recall.

Measure brand awareness and reach your target audience with Hootsuite. Plan, publish, and analyze your results in the same, easy-to-use dashboard. Try it free today .

All your social media analytics in one place . Use Hootsuite to see what’s working and where to improve performance.

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Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

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Brand awareness research doesn’t just tell you if prospects know who you are, but measures how your brand is perceived in comparison to your competitors and how well your brand identity is understood. These insights inform a more nuanced brand strategy that really connects with your audiences. 

Join the organizations who have already found success

Brand awareness research services and capabilities

It’s impossible to measure and fully evaluate the effectiveness of brand awareness activities without robust brand awareness research. Lead volume and revenue statistics give you the bald facts of one part of the outcome. But you need robust research to get actionable insights about your clients real interactions with your brand. This informs strategic decisions related to advertising, communication, product positioning and market expansion. 

You need to know how familiar your clients and prospects are with your brand. Do they recognize it and what associations are attached to your brand? Are these the attributes you intend to be part of your brand identity? Brand awareness research gets into the minds of your target audience, initially giving you a benchmark of how your brand is perceived. Participating in regular brand awareness studies over time helps you track the strength of your brand’s presence in the market and show you the effectiveness of your brand awareness campaigns. 

Your whole organization can use your brand awareness research insights, for example:

• Identify opportunities for partnerships and collaborations with other brands in your space
• Benchmark overall brand awareness campaigns 
• Help determine how new product offerings align with existing brand perception before product launch
• Create more valuable brand personas by seeing how individual personas perceive your brand differently – even if they’re in the same buying team – and tailoring your targeted marketing accordingly
• Marketing and sales assets have more consistent, refined messaging because teams are more able to understand the thoughts and feelings of their target audiences. 
• Evaluate the success and the ROI of your brand awareness campaigns with reliable data that goes beyond revenue figures
• See where your brand sits among your competitors through the eyes of your clients and prospects – spot where you can stand out from the crowd 
• Track your brand awareness over time to ensure a strong brand identity and increased brand equity

Brand tracking

Brand equity research, brand sentiment analysis, advertising effectiveness, customer satisfaction research, competitive landscape research, brand awareness research to deliver both scale and specificity.

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.

• Cryptocurrency specialists advising on hedge fund projects 
• Advertising professionals overseeing brand spend
• Reddit users that visit Reddit for NSFW content
• IT decision-makers evaluating cloud software services

NewtonX helps industry innovators turn inquiry into impact.

How we helped a $25 billion American life science giant measure brand reputation and develop insights to support strategy

How NewtonX User Research Uncovered Growth Insights for a Digital Advertising Agency

How Tableau utilized a NewtonX brand tracker to sustain innovation

Want to see how newtonx can help you, what is brand awareness research.

Target Audience

Brand awareness research is the cornerstone of understanding how well your brand is recognized and remembered by your target audience. It delves into the extent to which your brand name, logo, or other brand elements resonate with consumers and how readily they associate them with your products or services. This research goes beyond surface-level recognition; it aims to uncover the depth of brand recall and the impressions associated with your brand.

At its core, brand awareness research answers questions such as:

• How familiar are consumers with your brand? Can they spontaneously recall your brand when prompted? What emotions, qualities, or attributes do consumers associate with your brand? How does your brand’s visibility compare to that of competitors in your industry?

By gathering this valuable data, businesses gain insights into their brand’s position in the market and can tailor their marketing strategies accordingly. Brand awareness research is the foundation upon which businesses build strong brand identities and, ultimately, lasting customer relationships. It is an essential component of any brand’s journey toward recognition, credibility, and success in the competitive landscape.

Benefits of brand awareness research

Brand awareness research gives you the custom findings you need to build a successful brand awareness strategy. People buy from people and companies they trust. But you can’t trust something you don’t know. Your brand is your business identity. Brand awareness research isn’t just ‘Do they recognize our logo?’ The insights reveal the perceptions people hold about your brand.

Enhanced Brand Visibility

One of the primary benefits of brand awareness research is improved visibility. By understanding how well your brand is recognized and recalled by consumers, you can fine-tune your strategies to ensure your brand is consistently in the spotlight. Increased visibility translates to more opportunities for engagement and conversion.

Competitive Edge

In a crowded marketplace, standing out is crucial. Brand awareness research helps you assess how your brand compares to competitors. It allows you to identify gaps in awareness and positioning, enabling you to differentiate your brand effectively and gain a competitive edge.

Targeted Marketing

Armed with insights from brand awareness research, businesses can tailor their marketing efforts more precisely. You’ll know which demographics are most aware of your brand and which require more attention. This leads to more efficient resource allocation and better results.

Brand Consistency

Consistency is key to building a strong brand identity. Brand awareness research ensures that consumers consistently recognize and associate your brand with specific values, qualities, or emotions. This uniformity across touchpoints fosters trust and loyalty.

Improved Decision-Making

Making informed decisions is the bedrock of successful marketing strategies. Brand awareness research provides data-driven insights that empower businesses to make decisions based on real consumer perceptions rather than assumptions.

Refinement of Messaging

Through brand awareness research, you gain clarity on the aspects of your brand that resonate most with consumers. This knowledge helps refine your messaging, ensuring it aligns with what your target audience values most about your brand.

Long-Term Brand Equity

Building brand equity is a long-term endeavor. Consistent brand awareness research allows you to monitor your brand’s progress over time, helping you shape a brand that not only survives but thrives in the ever-evolving market.

Risk Mitigation

Identifying weaknesses or negative associations with your brand early on is essential for risk mitigation. Brand awareness research can help detect potential issues before they escalate, allowing you to address them proactively.

Efficient Resource Allocation

Knowing where your brand stands in terms of awareness and perception enables you to allocate resources wisely. You can focus efforts on areas that need improvement while reducing spending on well-established brand elements.

Brand recognition vs brand recall

Audience Connection

Brand recognition and brand recall are both under the umbrella of brand awareness, with recall being a deeper stage of audience connection than recognition.

Strong brand recognition is important – your prospects need to be able to pick your brand out from the others in your industry. But the unaided recall of the latter is what all companies strive for – to be the first brand that pops into someone’s head when they think of your industry is a very powerful position. Brand awareness research encompasses questions designed to ascertain levels of recognition and recall. You can use these insights to build both into your overarching brand strategy.

Brand Recognition:

• Definition : Brand recognition is the consumer’s ability to identify or acknowledge a brand when exposed to it. This recognition typically occurs when a consumer encounters a brand logo, symbol, or other visual cues associated with the brand.
• Example: Think of a scenario where you see the iconic swoosh symbol, and you immediately recognize it as Nike, even if the brand name isn’t explicitly mentioned. This is brand recognition in action.
• Importance : Brand recognition is essential for building initial awareness and familiarity with a brand. It’s the first step in the customer journey, helping consumers connect visual elements with the brand’s identity.
• Marketing Strategies : To enhance brand recognition, marketers often focus on creating memorable logos, packaging, and visual branding elements. Consistency in design and messaging across various touchpoints is crucial.

Brand Recall:

• Definition : Brand recall, on the other hand, goes beyond recognition. It represents a consumer’s ability to remember a brand when prompted without visual cues. It measures how well a brand name or product spontaneously comes to mind.
• Example : If someone asks you to name a popular brand of soft drinks, and you immediately think of “Coca-Cola” without any visual aids, you’re demonstrating brand recall.
• Importance : Brand recall is a deeper level of brand awareness and engagement. It reflects how well a brand has etched itself into consumers’ memories and daily lives.
• Marketing Strategies : To boost brand recall, marketers focus on creating memorable slogans, jingles, and advertising campaigns that stick in consumers’ minds. Consistent messaging and emotional connections play a significant role.

The Synergy:

It’s important to note that brand recognition and brand recall are not mutually exclusive. In fact, they work together to create a robust brand presence:

• Recognition Leads to Recall : Initial brand recognition often paves the way for brand recall. Once consumers are familiar with a brand’s visual identity, they are more likely to remember the brand name and associated attributes.
• Recall Reinforces Recognition : When consumers can recall a brand spontaneously, it reinforces their recognition of that brand when they encounter it visually or otherwise. This synergy enhances brand memorability.

When to perform brand awareness research

Understanding The Issue

The question of timing your brand awareness research study depends on what you want to know. Every NewtonX brand awareness study is customized to each client’s needs and timing the research is part of the planning stage. 

There are some common situations where brand awareness research is always valuable, like:

• Bookending a specific brand awareness campaign with studies to measure its effectiveness
• As part of a refresh of brand personas – adding a layer of real perceptions to deepen those relationships
• During the development of new messaging to see where there are opportunities for refinement
• To get a snapshot of where your brand sits in the market, in comparison to your competitors, from your prospects’ perspective. 
• At regular intervals throughout the year to monitor brand health to grow brand loyalty and equity over time

If brand awareness research is the best way to answer your questions, then NewtonX will make it part of your overall research strategy.

Factors for performing brand awareness research

When you’re performing brand awareness research, the first step is to set specific objectives. This means thinking through how you’re going to use what you find out, before you even start the research process. You need to include everyone that the results can benefit and set clear expectations for every stage of the process. This even means thinking through what you’re going to do with the possible results. There’s no point investing in brand awareness research if you’re not open to what might be uncovered. What if insights reveal that your brand has some negative associations? Preparing your team for any eventuality from the start optimizes the value of your brand awareness research. 

How to measure brand awareness

Brand Recall

Measuring brand awareness is a multifaceted process that involves assessing various aspects of how consumers perceive and recognize your brand. Surveys and questionnaires are commonly used to gauge aided and unaided brand recall. These surveys ask participants open-ended questions about brands in your industry, measuring spontaneous awareness (unaided) and prompted awareness (aided).

Analyzing website traffic and analytics is another vital component. You can track the number of visitors, bounce rates, and user engagement on your website. Pay particular attention to organic search traffic, as it can reflect brand visibility and recognition.

Social media monitoring is crucial in the digital age. By keeping an eye on social media platforms, you can measure brand mentions, shares, and engagement levels. Social listening tools can help track sentiment and conversations related to your brand.

Utilizing tools like Google Trends is valuable for assessing search volume for your brand name and related keywords. An increase in search queries can indicate growing brand awareness.

Brand equity surveys can provide valuable insights into consumer perceptions and associations with your brand. Metrics such as brand favorability, loyalty, and trustworthiness can be evaluated to gauge brand awareness.

Market research data, including market share, customer satisfaction scores, and customer feedback, can provide further insights into shifts in brand awareness. Comparing your brand awareness metrics to those of competitors through competitor benchmarking can reveal your brand’s position in the market.

Recognition testing, both in focus groups or online studies, can assess consumers’ ability to recognize your brand logo, tagline, or visual elements.

By combining these various measurement methods, you can develop a comprehensive understanding of your brand’s awareness levels and make informed decisions to enhance brand recognition and recall among your target audience.

Brand awareness survey question examples

Your NewtonX brand awareness survey questions will be tailored to answer your overarching business question. A small example includes: 

When you think of industry/product/service, what brands come to mind?

How familiar are you with our products or services, what aspects of the brands you purchase drive your decision, what factors matter to you in the consideration of the brands you might buy, if you were to tell someone about our brand, what would you say, has your opinion of our brand changed over the last few months, how likely are you to recommend our brand to someone else.

20 B2B Brand Awareness Survey Questions That Improve Strategic Planning

Asking the key brand awareness survey questions will help you assess where you stand on this crucial marketing metric.

The Value of Building B2B Brand Awareness

How do you build, increase, and measure brand awareness in B2B industries? Read more about the value and insights you can gather by measuring awareness.

The right brand perception survey questions boost your marketing ROI

In B2B branding, brand perceptions are what your target audience, customers, and prospects—and to some extent, your employees—think about your brand.

Take it from the world’s leading companies.

Newtonx’s platform gives us continued confidence that we’re sourcing the highest quality data to drive critical business decisions., i was really excited when we found newtonx. their custom recruiting has genuinely been a game changer for us in terms of data quality. not only do i have much greater trust in the data, but the variation in the data means i can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data., got your next question in mind.

NewtonX is the only B2B research company that connects researchers with the exact professionals required to solve any problem.

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Brand Awareness: A Case Study on TV Advertisements

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Top 4 Ways for Increasing Brand Awareness [Case Studies Included]

Ever wondered when you’re ordering a drink at a fast-food restaurant, you ask for a coke instead of cola? Or even when you cut yourself, you look for a Band-Aid and not a plastic bandage .

These extremely popular terms are proprietary eponyms also called genericized trademark. These brands have become so famous that they’ve replaced seemingly generic terms with their brand names to describe a product.

Without a doubt, they’ve reached the apex of brand awareness .

You must be thinking, is it just a matter of having one genius idea that no one else ever thought about? Or that these enormously successful brands are started by billionaires who have all the money in the world to create something which we could only dream of?

The answer is “No”. Epic brand recognition doesn’t need to be a struggle anymore. And let’s get this straight , you don’t always need a MASSIVE budget and/or LARGE billboards or EXPENSIVE TV ads to make people become aware of your brand.

All you really need is a pinch of CREATIVITY in your brand awareness strategy.

This article will explain everything you need to boost awareness of your brand. You can boost your BRAND RECOGNITION using simple and easy digital marketing hacks, where you run a targeted campaign without wasting any money.

1. Idea: Create Infographics

Fact check: “ Our brains process images 60,000 times faster than text. “

[ SOURCE: Fast Company ]

It’s always fun to look at colorful designs than it is to read plain text. Colors can make either subtle or drastic adjustments in our emotional state. They have a deep impact on our emotions and that is critical no matter if you are making a logo or an infographic for your website.

This is the reason infographics are the most effective branding technique when it comes to convincing and engaging the audience.

Infographic marketing is a content marketing tactic- a bright and powerful way to display interesting data and statistics for viewers. It converts dry and boring plain text into captivating and visually compelling information.

Let’s be honest, people avoid reading the bulk of plain text and pages with words and words only.

Tools you can use to make infographics:

• Adobe Illustrator

Case Study: KISSmetrics- a customer engagement automation platform – use infographics to increase brand visibility.

In just two years, the company created 47 infographics, like this one about how page-loading time can cost you.

Within the two-year period, they’ve generated 2.5 million visitors!

Lesson: Digestible infographics can make complex data easy to understand in a visual format, you can get millions of visitors to your website.

2. Idea: Referral Programs

Fun Fact: “92% of consumers trust referrals from people they know – Nielsen.“ [Source: Annex Cloud ]

Your audience will gladly spread the word of your product or service when they know they’ll get an extra perk. When these programs are correctly implemented, they build trust with your audience, more so than any traditional advertising will.

After all, you’re more likely to use a product when a friend refers you to it. So let the users do a little marketing for your brand.

Case study: Dropbox is a perfect example of how smart referral programs can growth hack a business.

They made it really easy for those signing up to refer a friend and even incentivized them with extra storage. (up to 16 GB).

Results? A 60% increase in SIGN-UPS!

Lesson: Referral program can be a game-changer if implemented correctly. It can help generate tons of word-of-mouth, deliver a huge number of sign-ups and save countless advertising money.

3. Idea: Create a Freebie Strategy

Who doesn’t love free stuff right?

In a freebie strategy, the company offers a low-cost product or it even gives it away for free. But always bear in mind that if starting a freebie marketing strategy for your brand awareness, ask yourself what will it bring value to others, in return for something of value to you.

Basically, you want to offer anything that’s going to give your ideal client a quick win and full of value. You can give freebies to your special customers who are most involved with your business and get the biggest prizes.

Case Study: Uber not only offered discounts to its customers on the first few rides but also provided free rides to well-connected attendees. Their aim of this exercise was simple, to let the customers have a taste of their service.

Offering a freemium option allows customers to get a taste of your brand and product or service before making a purchase.

Lesson: It all depends on your type of business and product offer, freemium offers may be the best way to raise awareness of your brand among your audience. You just have to provide a wow experience to your ideal customers free of charge in some clever ways.

4. Idea: Make it Social and Personal

Let your consumer experience your personality through your advertising. You just have to think of clever ways of establishing your brand as a person. All you have to do in the first step is to define your narrative to give your brand a personality.

This is a great strategy where you have an opportunity to mix your traditional marketing campaigns with brand awareness campaigns.

Case Study: At this age, we cannot resist reading online reviews before purchasing anything. Yelp went one step ahead with creativity and added a human element to the reviewer’s experience by simply building a profile behind each one. In this way, reviews became more trustworthy, and reviewers feel like they were becoming part of a community. Resultantly, Yelp has since accumulated over 142 million reviews.

Lesson: Make your user experience more human and personal. Try building communities that enable your customers to communicate with each other, allowing them to learn from their experiences and interact over a common interest.

CAUTION: The One Big Mistake You Can’t Afford to Make

Brand awareness isn’t about promoting one’s self, it’s about focusing on the needs and pain points of the audience. Remember too much self-promotional or uninteresting content is also listed as a specific turn off. And just so you know, according to Buzzstream, 45% of consumers will unfollow a brand on social media if their platform is dominated by too much self-promotion.

These hacks are better than their more expensive counterparts for establishing and building awareness for your brand.

Also, encourage your employees to have a personal brand of themselves because statistics show that leads generated via employee social marketing initiatives convert at least 7 times more frequently than other leads.

Eventually, you will find yourself with a loyal audience that recognizes your brand among competitors, they will choose your brand over your competitors time and time again.

Over to You

Brand awareness is a powerful albeit vague concept that can have a huge impact on your marketing related efforts, consumer perception, and revenue.

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Case study: How Vessi uses Tracksuit to validate its marketing strategy in the US and Canada

• Vessi is using Tracksuit to monitor brand health in North America.
• In the Ontario, Atlantic Provinces and West Coast regions in Canada, Vessi saw a 5 percent increase in awareness after a targeted campaign in these regions.
• “The Tracksuit data was the foundation for the business case for this media investment. It was able to help me paint a picture to our stakeholders of the need to build top of funnel awareness to fuel our growth and drive sustained growth of our bottom line," Vessi VP of Brand Geoff Wilton says.

Vessi Opens in new tab debuted as a brand on Kickstarter in 2017, touting an innovative product: the world's first 100% waterproof knit shoes.

The pitch by the Vancouver-based business? The shoe’s patented knit technology means the wearer’s feet are protected in all types of weather and seasons.

“Through our waterproof footwear and apparel we’re on a mission to make getting outside and experiencing the magic of water easier, comfortable, and more joyful.” Andy Wang, one of the Co-Founders of Vessi Footwear, told news outlets at the time. 

“With our proprietary knit blend and nano-filtering membrane, we’ve managed to create a material that keeps the water out yet provides breathability and flexibility like a regular shoe.”

Fast forward to 2024, and the brand has sold more than 1 million pairs of shoes worldwide.

How Vessi is using Tracksuit to fine tune its marketing strategy

Vessi is using Tracksuit to monitor brand health in North America both in its mother land, Canada, and in the United States. 🇨🇦🇺🇸

Tracksuit’s data shows Vessi’s value prop of ‘Waterproof’ is coming through loud and clear with consumers in Canada: "waterproof," "rainproof," and "protective," are regularly mentioned to describe the brand, indicating a strong emphasis on functionality and weather resistance.

Of those aware of the brand, 50% also believe Vessi is innovative – again, showing its strong ties to the unique point of difference about its footwear.

When it comes to Vessi’s wider marketing strategy, Tracksuit’s data has provided valuable insights into where there’s room for growth.

As a fast-growing direct-to-consumer brand, Vessi previously relied on digital channels to convert and reach new consumers in its earlier years.

While performance marketing on channels like Meta and Google has served the brand well, in 2024, its strategy is evolving.

Tracksuit’s data has helped the team – led by Vessi VP of Brand Geoff Wilton – recognise an opportunity to build brand and create Future Demand for its products.

When looking at Vessi’s marketing funnel, the brand has strong conversion rates towards the bottom of the funnel (consideration to investigation and usage) but the team recognised a job to be done on the awareness layer.

These findings helped Geoff and his team get stakeholder buy-in to build on Vessi's brand perception beyond its functional benefits to an emotive connection and meaning that customers feel towards the brand. This brand strategy evolution included a media investment into TV and streaming to build awareness in the US and Canada.

Using Tracksuit’s data, Geoff was able to get sign off and budget approval for TV advertising in the US and CA, with the same amount of budget allocated for both markets.

“The Tracksuit data was the foundation for the business case for this media investment. It was able to help me paint a picture to our stakeholders of the need to build top of funnel awareness to fuel our growth and drive sustained growth of our bottom line.”

In the Ontario, Atlantic Provinces and West Coast regions, Vessi saw a 5 percent increase after targeting those regions. To further validate their investment, in the regions where they didn’t roll out the TV strategy, they did not see this lift.

The regions Vessi was targeting:

The regions Vessi was not targeting:

By using TV and streaming to target broadly to reach a larger group of consumers, Vessi is building familiarity with consumers and the Vessi brand across North America.

In the US, Vessi’s brand tracking results post-campaign have unlocked further insights.

The team can now see they need a more targeted approach on these channels given the size of the market, and have used these insights to inform their marketing strategy for 2025.

“Combining Tracksuit data with our media insights helped us understand the level of investment and targeting approach needed to move the needle on brand awareness in the US relative to Canada,” Geoff says.

We’re excited to continue to work with a world-class brand like Vessi and be using data to unlock the most effective growth strategy for North America. Watch this space!

Explore more

Case study: Using brand health to get internal buy-in with M.M.LaFleur

Case study: Measuring awareness across multiple audiences with Steve Madden

Case study: How Reef uses Tracksuit to track its brand evolution

Start growing your brand today..

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• B2B social media case studies
• Social Media Management
• Social Media Marketing

B2B Social Media Marketing Case Studies to Inspire You

Written by Anna Sonnenberg

Published Apr. 18 2022

Table of Contents

Managing social media for business-to-business (B2B) companies or agency clients often seems more challenging than marketing directly to consumers. From choosing the most effective channels to deciding on the right tone of voice to creating compelling content, B2B social media marketing requires a unique approach.

So how can you successfully market a B2B company using channels like Facebook , LinkedIn, and Twitter? Check out three B2B social media case studies to inspire your strategy—no matter what stage of the sales funnel you need to target.

What Is B2B Social Media Marketing?

Strictly speaking, social media marketing for B2B companies isn’t too different from promoting business-to-consumer (B2C) organizations. Both types of companies use a variety of social channels to publish content, engage customers, and aim to get conversions. And both B2B and B2C companies tend to leverage a mix of paid and organic social media.

Even so, as you’ll see in the B2B case studies, social media marketing strategies require a few important adjustments for targeting a B2B buyer.

Let’s look at a few of the key differences.

Social channels

There’s no definitive list of social channels that B2B organizations can or can’t use. Choosing the right channels for your company is generally a case-by-case situation that requires audience and market research.

But some social channels naturally work better for B2B businesses because of their user base and native tools. For years, LinkedIn and Facebook have stood out as the most popular B2B marketing channels . However, many businesses also use Twitter to connect with customers and YouTube for long-form video.

Target customers

When marketing their products and services, B2C companies generally speak directly to individual customers . These target customers can make their own decisions for themselves or their families.

In contrast, B2B companies target other businesses. To get buy-in from companies or departments, marketers typically have to target decision makers with various levels of authority.

Tone of voice

Don’t assume that B2B marketing has to sound stiff or formal. After all, B2B marketing material often targets chief executive officers (CEOs) and other powerful decision makers.

But there’s no rule that B2B content has to sound stuffy—or that it can’t include emojis. Instead, B2B content should use a brand voice that fits your company’s image and values. And keep in mind that conversational content is almost always the best way to connect with the human decision makers you’re targeting.

Content tools

As a social media manager, you can access the same set of tools whether you’re working with a B2B or a B2C company. However, some tools are much more valuable for B2B marketers because of the sales cycles and decision-making processes involved.

Some of these B2B content tools include the following:

• Lead magnets that encourage prospects to provide their contact details in exchange for a high-value asset. For example, you may offer case studies or white papers.
• Webinars and product demos that require prospects to register to access exclusive knowledge or a closer look at your product.
• Native lead forms that allow prospects to request more information about your products and services without leaving the social media platform.

Use Cases for B2B Social Media Marketing

Now you’ve got an idea of how B2B content often looks and sounds. But what are the most effective ways to use it? Before we delve into social media B2B case studies, let’s look at how to align this content with your sales funnel.

Boost awareness

Is your business new to the market or seeking to expand its customer base? In either case, increasing awareness is essential for growth.

With awareness-focused social content, you can introduce your business to new products. You can also put your products and services on potential customers’ radar. Over time, you can highlight features and benefits to make prospects aware of the value your business offers.

Take a look at the ClickUp Facebook ad above, which is great for brand awareness. The eye-catching creative uses a succinct tagline to tell prospects exactly what the app does. The subheading lists three key aspects of the productivity app, so people instantly understand how it works.

The caption uses a CTA that encourages prospects to use the app to boost productivity. And it seals the deal with a pretty impressive takeaway: The app can help you “save one day a week.”

Establish trust

Most B2B companies aren’t selling frivolous items. Instead, the products and services that these companies offer can make a measurable impact on their customers—helping them work more efficiently, produce better results, reach higher goals, and grow their own businesses.

That’s why establishing trust should be a key part of any B2B company’s marketing strategy. You can use channels like Facebook and LinkedIn to share social proof, publish thought leadership, and communicate your company values.

The Outreach Facebook ad above seamlessly handles credibility. The creative boldly confirms the company’s status as an industry leader. The caption quotes a well-known third-party source to communicate the company’s position in the industry, effectively building on preexisting trust.

The ad points to a third-party report prospects can download learn more about Outreach. By offering this report in exchange for prospects’ contact details, the company can begin collecting and qualifying leads.

Generate leads

Once prospects trust your business and understand what it offers, they may be ready to take the next step. When you turn prospects into qualified leads, you can start nurturing your relationship with more targeted content.

Social channels offer countless opportunities for organic lead generation . After all, you can easily post links to lead magnets and webinars on your social profiles. But these channels are particularly effective at paid lead generation. For example, channels like LinkedIn and Facebook offer high-performing native lead ads.

Above, the Facebook ad by IT Glue offers a helpful checklist to prospects seeking to automate IT processes. This simple lead magnet is great for helping prospects solve a problem while learning more about the company.

Below, the Miva, Inc. LinkedIn ad takes a similar approach. In exchange for prospects’ contact information, it offers a downloadable five-step assessment designed to guide people through problem-solving.

Convert prospects

In many cases, you can use social media content to give prospects that final nudge from qualified lead to happy customer. Depending on the nature of your product or service, linking to a free trial, a paid subscription, an e-commerce page, or a sales page could drive conversions.

When you want prospects to convert, you need to think about creative ways to incentivize them. Free add-ons, limited-time offers, and limited-quantity discounts can all prompt qualified leads to take that final step.

Above, the Cardata LinkedIn ad captures prospects’ attention with a promise to streamline vehicle reimbursement calculations. The copy and creative both feature social proof that inspires trust, and the CTA prompts prospects to give the app a try.

Below, the Shopify Facebook ad catches prospects’ eyes with a promise to help scale their businesses. The caption lists several features e-commerce business owners are likely to need, and the creative prompts them to get started with a free trial.

Support customers

Once you convert customers, you can use social media to help them maximize the value from their purchase. It’s a good idea to think beyond customer support and brainstorm ways to help customers use your product or service more effectively.

For example, you can share advanced tips to help customers get more out of your product or service—and pique the interest of prospects at the same time. You might also discuss your loyalty program or spotlight longtime clients. These tactics allow you to give clients the accolades they deserve while also turning them into advocates for your business.

Above, the LinkedIn ad by Elementor targets people who are already familiar with the company’s website builder. By introducing a new product, the company can upsell to existing customers and deepen the relationship.

Three B2B Social Media Case Studies to Inspire You

Wondering how real-life B2B companies have applied these tactics on social media? Take a look at three B2B social media marketing case studies to get ideas for your business’s own strategy.

1. Turface Athletics and Profile Golf

Turface Athletics and Profile Golf, two brands under the Profile Products umbrella, worked with Elevation Marketing to address social media engagement for their B2B profiles. Take a look at what they achieved.

Both brands are well-established in their respective niches. Turface Athletics provides field maintenance products for athletic fields, and Profile Golf specializes in golf course maintenance solutions.

Despite their strong positions in their respective markets, both brands were experiencing low engagement across social media channels. Although the brands published social media content consistently, they did so from a single company profile on a limited range of channels.

As a result, the B2B company struggled to increase awareness or drive consideration among new potential customers. That meant they weren’t leveraging social media marketing effectively or using available tools to reach business goals successfully.

First, the agency conducted market research to get up to speed on industry trends and competitor strategies. The agency also performed a social media audit to review past performance and assess best practices for positioning the brands going forward.

After the preliminary research and audit phase, the agency determined that the brands would benefit most from a full-scale social media strategy across major channels. The agency proposed to plan engaging content designed to attract the brands’ target audiences.

In addition, the agency proposed to create distinct brand presences for Turface Athletics and Profile Golf on Twitter and Facebook. Doing so would allow the two brands to differentiate themselves, reach more relevant audiences, and (periodically) share or distribute each other’s content to increase reach and engagement.

The agency also designed an influencer marketing program to improve the brands’ Instagram presence. Ideally, partnering with influencers would give the brands access to more lifestyle photography while improving brand loyalty.

Over a six-month period, both brands saw impressive growth across all social media channels. The Turface Athletics Facebook page saw a 268% increase in engagement and a 44% increase in impressions, which suggests that the content truly resonated with the target audience. The strategy also drove 74% more web visits, a significant increase to the brand’s web  traffic.

During the same period, content for the new Facebook page and Twitter profile for Profile Golf generated nearly 35,000 impressions. It also drives a 253% increase in web visitors.

Ultimately, building out new B2B social profiles and attracting followers can be resource intensive. But this case study shows that creating content that truly resonates can build brands and reach marketing goals effectively.

Semrush, a software as a service (SaaS) company specializing in search engine optimization (SEO) tools, worked with Walker Sands to improve its Twitter presence.

As a long-established brand in the SEO space, Semrush already had a presence on Twitter. However, the SaaS company had struggled to differentiate itself from its many competitors. As a result, brand recognition, product awareness, and conversions weren’t as high as they could be.

By partnering with Walker Sands, Semrush aimed to improve engagement and increase brand loyalty. The SaaS company also wanted to set itself apart from competitors.

First, the agency used a combination of social listening and competitive research to pinpoint industry trends and understand how similar brands were using Twitter. Using this research, the agency recommended that Semrush adjust its brand guidelines for this social channel, essentially creating a separate, humor-focused persona for its Twitter profile.

To fine-tune this new brand voice, the agency developed Twitter content based on product and industry topics and recurring themes. The agency balanced content that promoted Semrush products with tweets that appealed to the brand’s audience of experienced digital marketers.

In addition, the agency used social listening tools to monitor and chime in on trending topics. This tactic allowed Semrush to join viral conversations and discuss relevant news in a timely fashion—further increasing the brand’s reach.

Semrush began to realize results quickly. In the first month, the social media marketing plan generated over 250,000 impressions and nearly 18,000 engagements. The engagement rate exceeded 7%, demonstrating how well the content resonated with the target audience.

Although Semrush is in a crowded space with numerous well-established competitors, the brand was able to distinguish itself on Twitter. As a result, Semrush improved brand sentiment and gained share of voice.

3. Collective Data

Collective Data, a fleet management SaaS company, worked with Sculpt to streamline its lead generation process and improve its lead conversion rate.

The SaaS company aimed to expand its presence in a specific market and secure more qualified leads across the nation. However, the marketing team’s activities didn’t necessarily align with the sales team’s ambitious goals.

First, Sculpt worked with Collective Data to outline buyer personas for the newly expanded market. The agency also mapped out the customer journey to identify key points to target or remarket to the new audience. To establish goals, the agency set cost-per-lead and cost-per-demo targets for the company’s campaigns.

To reach the company’s target audience of law enforcement professionals, the agency worked with Collective Data to build LinkedIn ad campaigns. The company focused on LinkedIn’s native lead forms, which allow prospects to provide contact information without leaving the platform.

To get more value from their efforts, the agency launched paid search and display remarketing pay-per-click (PPC) campaigns using Google Ads. The SaaS company also invested in conversational marketing tools to engage potential customers on other channels and guide them through the sales funnel.

As a result of these combined efforts, Collective Data achieved an 8-12% lead conversion rate from online advertising. Compared to the SaaS company’s previous lead acquisition methods, these efforts decreased the average cost-per-lead by 70%. In addition to helping the B2B company expand into a new market, this outcome contributed to a significant cost savings.

Aligning marketing and sales isn’t always a smooth process. By clarifying customer personas and journey maps from the beginning and setting up complementary cross-channel campaigns, the agency successfully partnered with Collective Data to improve leads and conversions.

Wrapping Up What We’ve Learned About B2B Social Media Marketing

From boosting brand awareness to generating leads, these B2B social media case studies illustrate how businesses can reach target audiences and get results using the right channels. Use these case studies and use cases to guide your team in developing an effective social media strategy for your B2B company or agency clients.

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Integrating sustainability and circular economy into consumer-brand dynamics: a saudi arabia perspective.

1. Introduction

1.1. research question, 1.2. research objectives.

• Objective 1: Assess Consumer Perceptions of Brand Personality
• Objective 2: Examine the Impact of Self-Congruence on Consumer Choices
• Objective 3: Investigate the Relationship between Brand Loyalty and Sustainability

2. Literature Review

2.1. conceptual foundation of brand personality, functional and symbolic aspects, 2.2. theoretical perspectives on brand loyalty, 2.3. self-congruence theory in marketing, self-congruence and brand loyalty, 2.4. sustainability and ce, 2.4.1. global sustainability trends, 2.4.2. sustainability in consumer markets, 2.4.3. principles of ce, 2.4.4. ce in developing economies, 2.4.5. ce and consumer engagement, 2.5. consumerism in saudi arabia, 2.5.1. the intersection of luxury and sustainability, 2.5.2. emergent consumer trends and economic crises, 2.5.3. consumerism and societal transformation, 3. materials and methods, 3.1. theoretical framework, 3.2. population, sample, and sampling technique, 3.3. survey instrument and data collection, 3.4. hypothesis, 3.5. data analysis, 3.5.1. non-parametric principal component analysis (pca), 3.5.2. non-parametric tests for group comparisons, 3.5.3. partial least squares structural equation modeling (pls-sem), 4.1. the demographic distribution of the participants, 4.2. brand personality.

• Gender Analysis: The Mann–Whitney U test was used to compare ABPS scores between males and females. The test revealed no significant difference in ABPS between genders (U = 37,276.0, p = 0.7629), indicating that gender does not significantly influence perceptions of brand personality [ 56 ].
• Age Groups: Differences in ABPS across age groups were analyzed using the Kruskal–Wallis H test. The results showed significant variations in ABPS across different age groups (H = 41.05, p < 0.0001), with the 36–45 age group exhibiting the highest median ABPS and the 76+ age group the lowest [ 55 ]. This suggests that age plays a significant role in shaping brand personality perceptions.
• Qualification Levels: The Kruskal–Wallis H test was also applied to compare ABPS across different qualification levels. The analysis revealed significant differences (H = 25.88, p = 0.00023), indicating that educational background influences how participants perceive brand personality.
• Correlation with Age: The relationship between ABPS and age was further explored using Spearman’s rank correlation coefficient. The analysis found a significant negative correlation (rho = −0.173, p = 0.0000132), suggesting that as age increases, alignment with brand personality tends to decrease [ 59 ].

4.3. Brand Loyalty

4.3.1. factors influencing brand loyalty, 4.3.2. brand engagement, 4.3.3. comparative brand engagement, 4.4. consumer sustainability orientation, 4.4.1. sustainability metric.

• X is an individual’s response on the Likert scale.
• min ( X ) represents the minimum value of the Likert scale responses in the dataset, which is 1 in this context.
• max ( X ) denotes the maximum value of the Likert scale responses, which is 5 for this dataset.

4.4.2. Demographic Influence on Sustainability Metrics

4.5. brand personality and sustainability purchase decisions, 4.6. brand loyalty and sustainability purchase decisions, 4.7. influence of circular practices on brand loyalty, 4.8. the impact of demographics on sustainable purchasing, 4.8.1. impact of gender on sustainable purchase components, 4.8.2. impact of age on sustainable purchase components, 4.8.3. impact of qualification on sustainable purchase components, 4.8.4. impact of job status on sustainable purchase components, 4.8.5. impact of income level on sustainable purchase components, 4.8.6. impact of marital status on sustainable purchase components, 4.9. impact of preferred brand on sustainable purchase behavior, 5. discussion, 5.1. brand personality and sustainable choices, 5.2. brand loyalty’s influence on sustainable consumption in saudi arabia, 5.3. ce’s role in enhancing brand loyalty, 5.4. demographic determinants of sustainable consumer behavior, 5.5. theoretical alignment, 5.6. implications of research, 6. conclusions, future research, author contributions, institutional review board statement, informed consent statement, data availability statement, conflicts of interest, appendix a. survey questionnaire.

• Prefer not to answer
• High school or less
• Vocational certificate
• Some college, did not complete degree
• Bachelor’s degree
• Master’s degree
• Unemployed, looking for work
• Unemployed, not looking for work
• Self-employed
• Part-time employed
• Full-time employed
• Less than 25,000
• 26,000–49,999
• 50,000–74,999
• 75,000–99,999
• 100,000–149,000
• More than 150,000
• Less than a year
• More than 10 years
• Only use free products/services
• Once a year
• Every 4–6 months
• Every 2–3 months
• Once a month
• Once a week
• Several times a week
• Product or service quality
• Brand reputation
• Brand’s sustainability efforts
• Customer service
• Social responsibility initiatives
• Strongly disagree
• Strongly agree
• I feel that my favorite brand aligns with my personality.
• I see my favorite brand as a reflection of the person I aspire to be.
• I think my favorite brand represents the type of person I want to become.
• Reducing usage
• Reusing products
• Repairing products
• Refurbishing products
• Remanufacturing
• Repurposing
• I support the concept of the circular economy or resource recycling.
• I am familiar with the circular economy concept and its practices in Saudi Arabia.
• When considering purchasing a product from my favorite brand, I am concerned about the durability and lifespan of the product.
• I support purchasing used products in Saudi Arabia.
• I prefer to contribute with friends in buying products and services together rather than buying them alone.
• I am willing to pay more for a product if I know it is environmentally friendly and sustainable.
• I often discard products that still work or contain useful parts.
• I am very interested in the Saudi government setting policies and regulations to encourage the circular economy or recycling.
• I prefer to buy expensive branded products and replace them when they break or wear out, rather than buying products I can keep, repair, and reuse.
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Abu-Bakar, H.; Almutairi, T. Integrating Sustainability and Circular Economy into Consumer-Brand Dynamics: A Saudi Arabia Perspective. Sustainability 2024 , 16 , 7890. https://doi.org/10.3390/su16187890

Abu-Bakar H, Almutairi T. Integrating Sustainability and Circular Economy into Consumer-Brand Dynamics: A Saudi Arabia Perspective. Sustainability . 2024; 16(18):7890. https://doi.org/10.3390/su16187890

Abu-Bakar, Halidu, and Tariq Almutairi. 2024. "Integrating Sustainability and Circular Economy into Consumer-Brand Dynamics: A Saudi Arabia Perspective" Sustainability 16, no. 18: 7890. https://doi.org/10.3390/su16187890

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Discount phone and broadband programs highlighted by Lifeline Awareness Week

September 09, 2024

News media contact: Matt Helms 517-284-8300  

Customer Assistance: 800-292-9555  

Gov. Gretchen Whitmer and the Michigan Public Service Commission are joining with agencies across the country marking this week as  Lifeline Awareness Week , urging eligible Michiganders to take advantage of the Lifeline telephone and broadband program.

Lifeline is a state and federal program that provides support for voice or broadband service to income-qualified veterans, seniors and other Michiganders. This year, the National Association of Regulatory Utility Commissioners designated Sept. 9-13 as Lifeline Awareness Week to bring attention to these programs. Telephone and broadband service are critical to everyday life, yet both services can be out of reach for people of limited means.

“I encourage all eligible Michiganders to apply for Lifeline so they can lower their monthly bills and access reliable high-speed internet or telephone services,” Governor Whitmer said. “I was proud to issue a proclamation  declaring this week Lifeline Awareness Week because it’s such a critical program that helps people stay connected to family and friends, work and school, health care providers, and so much more. I’m also grateful that the Biden-Harris administration made the largest investment to build high-speed internet infrastructure in American history, which is helping us connect more people and drive down costs.”

Dozens of telecommunications providers in Michigan offer Lifeline. Through Michigan Lifeline, income-eligible people under age 65 get a minimum monthly discount on their bill of $8.25. Those 65 and older receive a minimum discount of $12.35.

To qualify for the state program, a Michigan customer must have an income that is at or below 135% of the federal poverty level or participate in one of these programs:

• Supplemental Nutrition Assistance Program (SNAP).
• Supplemental Security Income (SSI).
• Federal Public Housing Assistance.
• Tribal Eligibility Programs (and living on federally recognized Tribal lands).
• Veterans Pension or Survivors Pension Program.

In 2024, 311,316 Michiganders were Lifeline subscribers, according to the Universal Service Administrative Co.

For more information about Lifeline, see the MPSC's  Federal Lifeline  or  Michigan Lifeline  consumer tip sheets or contact the MPSC at 800-292-9555. To find a provider, check with the MPSC's  list of participating companies  to see if your local landline telephone company, wireless provider or broadband provider participates in Lifeline.

For information about the MPSC, visit www.michigan.gov/mpsc , sign up for its monthly newsletter or other listservs . Follow the MPSC on Facebook , X/Twitter or LinkedIn .

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