Case Study Archives | Nielsen

Next episode: Nielsen & Spotify

honeyshah — Wed, 23 Jul 2025 00:20:00 +0000

Case study

Next episode: Nielsen & Spotify

Decoding the Brazilian podcast listener

Introduction

Tapping into the power of podcast insights

As the world’s leading music streaming service, Spotify boasts a massive global footprint with over 678 million users, including 268+ million premium subscribers across 180+ markets. Recognizing the growing importance of podcasts and aiming to deeply understand Brazilian listener preferences, Spotify joined forces with Nielsen. This effort involved a Nielsen Emerging Custom study with the key goal of analyzing podcast trends to optimize Spotify’s content and identify opportunities to expand its catalog or tailor existing offerings to better resonate with the market.

Objective

Understanding Brazilian podcast listeners

Spotify’s aim was clear: gain a real competitive edge in Brazil’s podcast scene. To achieve this, they sought Nielsen’s expertise to analyze listener habits in detail, pinpoint emerging trends, and establish advertising metrics for optimized performance, considering relevant information for the future of this format.

Challenge

Going beyond broad data

Navigating Brazil’s dynamic podcast landscape posed a key challenge for Spotify’s marketing team, as they aimed to gain deeper insights through granular data needed for strategic decisions. To build a truly data-driven approach, Spotify engaged Nielsen for a tailored study designed to deliver an in-depth understanding of Brazilian podcast listeners and their behaviors.

Solution

Nielsen’s tailored podcast measurement

To address Spotify’s need for granular podcast insights, Nielsen deployed its Emerging Custom solution in August 2024. This involved robust quantitative methodology, featuring custom-designed questionnaires crafted to uncover specific consumption behaviors. A representative online panel of 1,500 Brazilian men and women, aged 18-30 across all socioeconomic levels nationwide, was recruited. Crucially, respondents were filtered to include active podcast listeners on Spotify and another audio platform (at least twice weekly), ensuring the data directly reflected heavy users of podcasts.

Key findings

3 to 4

Diverse listening & growing engagement

On average, listeners explore three to four different podcasts weekly, with nearly half of them (48%) increasing audio podcast consumption in the last six months and 55% increasing videocast consumption.

82%

Highly focused listeners

Podcast content commands remarkable attention, with over eight in 10 listeners (82%) reporting deep immersion, creating a highly receptive environment for advertising.

48%

From awareness to action

Podcasts help brands throughout the full funnel—35% of listeners discover new offerings via this format, and 48% are more inclined to purchase after host endorsements—outperforming social media ads by 8 percentage points.

75%

Podcasts promote mental health

75% of listeners believe podcasts contribute to their mental well-being, and an even greater number turn to podcasts to alleviate boredom (88%) and enhance their mood (82%).

Results

Podcast’s impact revealed in Brazil

Nielsen’s study provided Spotify with granular insights into the significant impact of podcast consumption in Brazil. This valuable data informed and validated their marketing strategies, enabling them to educate the market and promote the effectiveness of podcast advertising to content creators and advertisers. Spotify further leveraged these findings by presenting key data at a dedicated event for these two audiences, offering compelling evidence for investment in the medium.

How it works

Our Nielsen Emerging Custom solution consists of extracting insights and analyzing data collected through an online panel, in which respondents answer a personalized questionnaire evaluating consumption habits and preferences for a given category. The survey was conducted in August, over a three-week fieldwork period (August 18th to September 3rd).

Conclusion

Driving success with data

The insights from Nielsen’s solution regarding consumption patterns, audience demographics, and the cultural significance of podcasts were instrumental in helping Spotify not only demonstrate the value of its format to its clients but also in guiding them to make more strategic decisions for future campaigns. This study also serves as valuable material for educating the broader Brazilian market on podcast consumption.

“Nielsen’s deep dive into the Brazilian podcast landscape has been invaluable,” says Vince Carrari, Director of Sales at Spotify Brazil. “The insights we’ve gained—from listener immersion to the format’s impact on purchase intent—reinforce our position as a leading platform for engaging and effective digital campaigns. This study empowers us to not only demonstrate the immense value of audio to our partners but also to strategically guide them in crafting campaigns that truly resonate and drive action.”

Vince Carrari

Sales Director, Spotify Brazil

Want to talk with our team of experts?

The post Next episode: Nielsen & Spotify appeared first on Nielsen.

Measuring What Matters

honeyshah — Tue, 01 Jul 2025 02:09:00 +0000

Case study

Measuring What Matters

Nielsen proves that Pinterest campaign drives sales & ROI for Alpro

Case study

Measuring What Matters

Nielsen proves that Pinterest campaign drives sales & ROI for Alpro

Introduction

CPG meets conversion

Alpro, a household name in consumer packaged goods (CPG) and European leader in plant-based food alternatives, chose Pinterest to connect with health-conscious audiences in moments of discovery. The goal? Own those moments, and convert them into sales. Many advertisers value the platform as a strong channel for driving awareness and building brands. But does it also drive sales?

Objective

Turning inspiration into impact

Alpro’s goal was to drive profitable sales growth by owning key moments of their audience and guide them from discovery to consideration and ultimately to purchases. Pinterest, in turn, set out to prove the lower funnel power of its platform by commissioning trusted third-party measurement from Nielsen.

Challenge

Proving the offline sales impact of online campaigns

Alpro products are mainly sold through offline retail. Most campaigns built around awareness and consideration don’t aim—or claim—to directly influence sales. That’s what made this campaign different as Alpro’s team wanted to show that their upper and mid funnel ads could influence actual purchase decisions. So, Pinterest needed to prove that its diverse ad formats could deliver on performance KPIs, connecting not just with consumers envisioning ideal lifestyles but acting on them.

Solution

Creative formats meets trusted measurement

Pinterest ran a mix of engaging ad formats, including Quiz ads, Showcase ads, standard video and static Pins, designed to meet users where they are in their consumer journey. Nielsen then conducted a Market Lift study to measure campaign effectiveness, delivering a clear view of bottom-of-funnel sales impact.

Key findings

+3.2%

in-store sales lift

Alpro saw a significant increase in in-store offline sales across retail outlets in Germany.

2.6x

return on ad spend (ROAS)

Every euro spent worked harder, delivering more than double the return.

20%

Top performance in food & beverage

The campaign ranked in the top 20% of all Nielsen-measured sales lift studies within the EMEA food and beverage vertical, showing how Pinterest stands out in CPG.

Multi-format validation

From interactive quizzes to video and static ads, Nielsen’s methodology proved adept at capturing the effectiveness across Pinterest’s diverse suite of ad solutions.

Results

The collaboration proved that Pinterest is more than just a place for ideas, it’s a platform where brand inspiration leads to real-world results. With Nieslen’s independent measurement, Pinterest validated tangible bottom-of-funnel impact for Alpro.

How it works

Nielsen conducted a Market Lift study, comparing in-store sales behavior of consumers exposed to the campaign versus a matched control group. The study validated Pinterest’s ability to drive measurable ROI across multiple creative formats and shopping behaviors.

Conclusion

Inspiration that converts

This Nielsen study sets a new benchmark in terms of digital campaign effectiveness in CPG. With creative execution from Pinterest and trusted measurement from Nielsen, Alpro proved that inspiring content can drive incremental sales among breakfast shoppers. For Pinterest, it’s further proof that engaging formats, aligned with audience intent, can deliver powerful performance outcomes.

I’m thrilled with our Pinterest campaign’s success for Alpro, ranking in the top 20% in the EMEA Food & Beverage sector. These results highlight our team’s dedication and strategic efforts. I’m proud of our collaboration and excited to explore new ways to engage our audience on Pinterest.

Katharina Esposito, Danone, Senior Connected Media Planning Manager DACH

More and more CPG advertisers are choosing Pinterest because of its full-funnel strengths. Our study with Nielsen proves that Pinterest isn’t just where people get inspired and discover new brands – it’s also a place where inspiration leads to real business results, like measurable sales. This kind of third-party validation assures advertisers of the performance potential of the platform.

Ludwig Brütting, Pinterest, CPG Measurement Lead

Want to talk with our team of experts?

The post Measuring What Matters appeared first on Nielsen.

Undervalued to unstoppable

honeyshah — Thu, 19 Jun 2025 10:20:30 +0000

Case study

Undervalued to unstoppable

Why and how women’s football is reshaping global sports

Download report

Case Study

Undervalued to unstoppable

Why and how women’s football is reshaping global sports

Download report

Introduction

Tracking the rise of a global sport

As one of the world’s biggest supporters of women’s football (soccer), PepsiCo collaborated with Nielsen to chart the global rise of the sport across audiences, participation, and brand relevance. Together, they produced “Undervalued to Unstoppable,” a landscape report built to inspire greater investment, faster growth, and more meaningful sponsorship in one of the fastest-growing fandoms in sport.

Objective

Understanding and charting the brand potential in women’s football

PepsiCo wanted to quantify and illustrate the global growth of women’s football and spotlight where, why, and how brands can invest to drive both cultural relevance and commercial return.

Challenge

Proving the value of the movement

While interest in women’s football has exploded since 2019, many brands still see it as a niche rights offer. PepsiCo and Nielsen wanted to build a globally recognized case for investment—one that captured the sport’s reach, trajectory, and brand alignment across key markets.

Solution

Turning data into momentum

Nielsen deployed a bespoke insight program combining syndicated global data sets across Nielsen Fan Insights, Sports Sponsorship Intelligence, Media Impact, and global participation. The result: a multi-market, multi-channel view of how women’s football is evolving—and what it offers brands ready to invest.

Key findings

800M

A growing global fan base

The global women’s football fanbase is expected to grow to 800 million by 2030, up from more than 500 million today.

60%

A female-led fanbase

By 2030, 60% of women’s football fans globally will be female—creating one of the few sports where women represent a majority audience.

72%

Fans want more brand investment

Fans connect sponsorship with positive sentiment, and 72% of sports fans in the UK believe sponsoring women’s sports reflects positively on the sponsor brand.

79%

Diversified interests

Women’s football fans are cultural drivers; 79% are interested in film (vs. 64% of the general population), 65% are interested in music (vs. 45%) and 64% are interested in video games (vs. 47%).

Results

A platform for action and influence

PepsiCo and Nielsen can now use “Undervalued to Unstoppable” as a core strategic asset—guiding internal decision-making, external partnerships, and industry engagement. The report has been used across brand marketing, media outreach, and C-suite presentations. Its influence will likely extend beyond PepsiCo, with rights holders, federations and sponsors using the findings to reframe how they value and invest in the women’s game.

How it works

A custom-built insight engine

Nielsen designed a tailored analytics framework that integrated global and local syndicated data sets across Nielsen Fan Insights, as well as media consumption trends, social engagement, and sponsorship impact. Combined with growth modeling and participation data, the solution delivered a nuanced picture of opportunity facing the sport, and those that partner with it. Outputs included future-forward forecasts, brand alignment scoring, and audience overlap mapping, giving PepsiCo a blueprint for investment with long-term payoff.

Conclusion

Proof that pays off

“Undervalued to Unstoppable” helps industry leaders stop guessing and start investing. It arms brands with data that proves women’s football isn’t emerging; it’s arrived. For marketers looking to grow with purpose and relevance, this is the moment to act.

“Women’s sports fans are expected to be 60% female by 2030, and the rise of women’s football presents a timely, targeted opportunity for all brands to build meaningful relevance. Through this collaboration with Nielsen, we’re sharing the data, the momentum, and the future-facing view of a fanbase that’s ready to be seen, heard, and championed.”

— Jane Wakely, EVP, Chief Consumer and Marketing Officer, PepsiCo

Download your copy of “Undervalued to Unstoppable” now

Download report

The post Undervalued to unstoppable appeared first on Nielsen.

Optimizing in-flight digital ad campaigns

honeyshah — Fri, 01 Nov 2024 01:56:00 +0000

Case study

Unleashing the Power of Creator Content

Nielsen + Samsonite: Daily monitoring of digital ads boosts #TESTEDLIKESAMSONITE campaign performance

Case study

Optimizing in-flight digital ad campaigns

Nielsen + Samsonite: Daily monitoring of digital ads boosts #TESTEDLIKESAMSONITE campaign performance

Introduction

A global luggage brand’s quest to optimize cross-channel performance

Samsonite, one of the most well-known travel luggage brands in the world, aimed to strengthen the concept of “Aesthetic Engineering” in the second leg of its #TESTEDLIKESAMSONITE (TSL 2.0) advertising campaign in India. With Nielsen Digital Ad Ratings, they sought to monitor the campaign daily across channels to ensure success.

Objective

Measuring and evaluating campaign impact, reach and frequency

This phase of the campaign emphasized the premium quality of the brand by focusing on visual appeal, functionality and messaging, while keeping the core strength and quality of Samsonite at the center.

The campaign followed a two-pronged approach:

1. Impact: Build visibility through high-impact properties.

2. Reach & frequency: Utilize data layering to target Persons 25-54 years old within the in-market premium audience across the luggage segment.

Challenge

Monitoring for maximum effectiveness across platforms

To maintain optimum reach and frequency, it was crucial to closely monitor all the platforms involved in the campaign. Given that the campaign had multiple legs, a key challenge was optimizing the budget on the go based on platform performance. This required real-time adjustments and strategic reallocation of resources to ensure maximum efficiency and effectiveness across all channels.

Solution

In-flight optimization using Digital Ad Ratings

During the campaign, Nielsen’s Digital Ad Rating reporting revealed that BOT traffic was relatively low due to daily monitoring of the campaign. These daily reports helped in optimizing the campaign, and immediate notifications were sent to all the platforms in order to improve their performance.

Initially, the top three platforms operated below the target average frequency. By giving enough time and right sizing the cookie pool base, frequency improved by 65% amongst these platforms.

Key findings

Additional findings

85%

On target percentage

The campaign achieved an on-target percentage of 85%. All except the three largest platforms were able to achieve the India on-target percentage average for the target group of Persons 25-54.

35%

Target audience reach

Within India’s active internet universe, 20% was reached by the campaign, while 34% of the universe within the target group of people 25-54 was reached. Additionally, a low duplication of audience (6%) was seen across platforms for the campaign.

75%

Demographic skew

The campaign was skewed toward males, with 75% of the audience within the campaign belonging to this gender group.

Results

Daily reporting improved performance and reduced campaign costs

Daily optimization helped in reaching a 141 million digital audience at a frequency of 3.38, which resulted in more than 25% savings of the campaign cost. Additionally, impact properties delivered lesser numbers in terms of reach and Impressions, which led to the campaign extending by three days across a few platforms and a 3X optimisation in cost.

How it works

Digital Ad Ratings is a census-based independent measurement tool that provides comprehensive reach measurement with next-day views of digital audiences across computer and mobile platforms in a privacy-compliant manner.

Conclusion

Digital ad measurement ensures campaign performance

The implementation of DAR to track the performance of the TSL 2.0 campaign allowed Samsonite to deliver higher reach and build frequency across platforms. This in-flight optimization resulted in savings amounting to 25% of the campaign cost or 5X the original investment made in DAR, ensuring that the set objectives of the ad campaign were met effectively.

Samsonite products are not just luggage; they are a testament to our commitment to quality and durability. ‘Tested Like Samsonite’ is a celebration of resilience and quality. Our carefully crafted marketing campaign captures the very essence of the Samsonite – resilience and perseverance. This campaign highlights our strong commitment to excellence. Our ultimate goal is to ignite inspiration in our audience by showcasing the enduring spirit of each Samsonite creation.

Ms. Anushree Tainwala
Executive Director – Marketing

The #TESTEDLIKESAMSONITE campaign has been instrumental in reinforcing our brand’s core values of strength and quality. By integrating aesthetic engineering with rigorous product testing, we showcased Samsonite’s commitment to premium quality and functionality.

Krishal Mehta
GM, Samsonite Marketing

Want to talk with our team of experts?

The post Optimizing in-flight digital ad campaigns appeared first on Nielsen.

Connecting the dots on climate change

Fri, 23 Aug 2024 15:57:48 +0000

Case study

Connecting the dots on climate change

The power of local media in reaching audiences and driving awareness on climate change during extreme weather events

Introduction

Understanding local media’s reach during extreme weather events

Nielsen collaborated with Climate Central, a policy-neutral non-profit climate science organization, to assess the presence of accurate and informative climate reporting in local media to engage communities affected by extreme weather events.

Objective

Highlight local media’s role in driving climate change awareness

According to the American Meteorological Society, local weather broadcasting is extremely effective in raising awareness about climate change. Climate Central collaborated with Nielsen to analyze local TV newscasts for climate change content and measure the audience reach associated with those broadcasts.

Challenge

Engaging local media stations to educate audiences about climate change

Despite increasing public concern about the link between climate change and extreme weather, only 28% of people in the U.S. say they hear about global warming in the media at least once a week. This suggests that media, including local media, frequently misses opportunities to increase public understanding and awareness of extreme weather and climate change.

Solution

Create a climate content metric for reports using audience reach and context analysis

Using Nielsen Local TV View (NLTV), Nielsen Grabix and the PPM Analysis Tool, Nielsen analyzed local television news and radio coverage in the top 50 U.S. designated market areas (DMAs) related to four extreme weather events from 2022-2023 that could appropriately be connected with climate change. These events were Hurricane Ian, the Canadian wildfires, the Phoenix heat streak and Tropical Storm Hilary. The data was used to understand if, when and how coverage discussed the event in the context of climate change and was turned into a public report detailing viewership and content analysis of local TV news segments during those four notable extreme weather events.

Key findings

17M

Total reach

Broadcast segments during extreme weather events have high reach and impact. Nationwide, over 17 million people in the top 50 DMAs were exposed to segments connecting the extreme weather event to climate change.

48%

Understand segments

Extreme heat was most often connected to climate change. About 48% of all climate contextualized segments were about the Phoenix heat streak of 31 days of >110℉ temperatures.

395%

Increased reach

During Hurricane Ian, the average reach for local news streaming apps in Orlando among people ages 25-54 increased 395% over the previous week. Local TV viewership also had exponential increases, doubling in the Orlando market for Hurricane Ian and in Los Angeles for Tropical Storm Hilary.

Results

The Climate Content Analysis proved the value and opportunity of climate reporting

This collaboration resulted in a climate content analysis used to assess the presence of climate contextualization in local TV coverage of extreme weather, meeting the public’s growing appetite for accurate information on the causes and impacts of extreme weather.

Conclusion

Nielsen’s content analysis unlocks local media programming insights during extreme weather events

Nielsen’s audience and content analysis tools powered the creation of a new metric that sets the standard for assessing climate reporting in media. This metric identifies where local media stations can provide clear weather reporting to increase awareness about climate change and its links to extreme weather events.

Nielsen’s data, and the content analysis it generated, delivered critical insights into how local media provides the public with vital information needed to help communities prepare and stay safe during times of extreme weather.

Kaitlyn Trudeau | Senior Research Associate, Climate Science at Climate Central

Want to talk with our team of experts?

The post Connecting the dots on climate change appeared first on Nielsen.

Analyzing Out of Home Impact

honeyshah — Mon, 22 Jul 2024 12:00:00 +0000

Case study

Analyzing Out of Home Impact

Quantifying success across hard-to-measure channels.

Case study

Analyzing Out of Home Impact

Quantifying success across hard-to-measure channels

Introduction

A global eyewear company’s quest to see comprehensive campaign performance

Luxottica, a global eyewear conglomerate based in Milan, is a powerhouse in the U.S vision market—from luxury eyewear brands to retail storefronts and vision health insurance. With much of their budget spent on Out of Home (OOH) activations, they turned to Nielsen’s Brand Impact solution to understand how these historically hard to measure channels were contributing to the brand’s overall success.

Objective

Understanding the impact of OOH investments

A significant portion of Luxottica’s media budget is spent on Out of Home (OOH) advertising (e.g. billboards, digital signage and proximity placements). The company engaged Nielsen’s expertise in measurement to understand the impact this placed on their overall media plan.

Challenge

Securing reliable measurement for analog placements

Luxottica needed to measure the effectiveness of an OOH campaign that spanned multiple markets but was not national in scope. Traditionally, OOH campaigns lack immediate, quantifiable metrics. This barrier between activations and insights has contributed to a perception that OOH impact is intangible and unrealistic to quantify, especially for understanding how it shifts brand equity. Luxottica needed a way to capture accurate OOH market insights and provide reliable brand metrics across their key markets.

Solution

Nielsen Brand Impact reveals localized OOH insights

Using Nielsen Brand Impact, Nielsen was able to access campaigns from 2022 and 2023, which included OOH media in Los Angeles and New York City. Nielsen tailored the Brand Impact solution sample plan to be able to measure the localized OOH activity while still maintaining a nationally representative sample.

Key findings

Key findings:

31%

Cost efficiencies

Across the board and on a national level, the 2023 campaign was 1.31x more efficient than the previous year’s.

+1.9%

Purchase Intent

There was a significant relative uplift in purchase intent from the 2022 to 2023 campaign.

+4.0%

Unaided Awareness

The 2023 campaign’s unaided awareness was 3.6x higher than 2022.

How it works

Results were calculated using a consumer survey that captured consumer perception, media usage and brand KPIs scores. Advanced modeling then identified granular media channel impact on brand KPIs.

Conclusion

OOH campaigns move the needle

Nielsen Brand Impact was able to reveal just how much Luxottica’s OOH activities improved key metrics including awareness and purchase intent. By ensuring all campaign channels are measurable, Luxottica is able to analyze holistic campaign performance, hone media plan strategies and optimize future executions.

Want to talk with our team of experts?

The post Analyzing Out of Home Impact appeared first on Nielsen.

Adding incremental reach with local streaming

honeyshah — Fri, 12 Jul 2024 12:00:00 +0000

Case study

Adding incremental reach with local streaming

An effective avenue for reaching U.S. presidential election voters

Adding incremental reach with Local Streaming

An effective avenue for reaching presidential election voters

Introduction

Understanding how local news fits into voters’ media diet

Political campaigns must reach voters in an increasingly fragmented media landscape. To understand what role local news plays in 2024 voters’ media diet, Nielsen conducted a study in two markets—Cleveland, Ohio, and West Palm Beach, Florida—that spanned across generations and voter types.

Objective

Revealing local news consumption across key audiences

To help political advertisers understand the impact of local TV to their media plans, Nielsen studied how audiences across different generations and voting histories consumed local media. The study segmented voters by age: Baby Boomers 70+, younger baby boomers 60-69, Gen X 40-59, Gen Y 25-39 and Gen Z 18-24. The study also broke voters out into two groups: Potential Voters (those who never vote in local, statewide or presidential elections), and Reliable Voters (those who always vote).

Challenge

Identifying potential of incremental reach among voters

Once we established these groups’ media consumption behaviors, we wanted to dig even deeper into local streaming insights. We created an additional study of an ad schedule from a major advertiser in a top 10 designated market area (DMA) to understand if there was a unique audience on local streaming not reached by linear TV.

Solution

Measuring real people, not models

The study utilized Nielsen’s people panel, which collects demographics of actual persons instead of relying on modeled household data.

Key findings

1 in 3

Broadcast and cable are still dominant media channels, but 1 in 3 potential voters who watch local news watch through streaming only.

20%

Adding local streaming to the schedule increased GRPs by 20% for P25-54.

12%

Adding local streaming increased the total schedule reach by 12%.

Results

Local streaming increases reach

In Nielsen’s study, the original advertising schedule had a reach of 482,425 on linear. An additional 63,000 in incremental reach was added to the buy from local streaming. This resulted in a total schedule reach of 551,000 and an increase of 12%.

Conclusion

Local TV remains vital part of political campaign strategy

If you want to reach voters and potential voters alike, local TV should remain a vital part of your media mix.

Want to talk with our team of experts?

The post Adding incremental reach with local streaming appeared first on Nielsen.

Creator platforms drive emotional connections and brand outcomes

Fri, 28 Jun 2024 13:00:00 +0000

Case study

Creator platforms drive emotional connections and brand outcomes

Nielsen + Raptive: The power of creator spaces in the digital era

Case study

Creator Platforms Drive Emotional Connections and Brand Outcomes

Nielsen + Raptive: The Power of Creator Spaces in the Digital Era

Introduction

Brand effectiveness in the creator ecosystem

Raptive, a media company that specializes in helping over 5,000 creators monetize their websites, sought to measure their impact on key brand metrics for a variety of beauty, home and CPG brands. With Nielsen Brand Impact, they conducted research to evaluate the effectiveness of their creator websites compared to social media and traditional websites.

Objective

Comparing creator spaces to traditional websites

The study aimed to understand the impact of creator spaces on advertising effectiveness by comparing creator website environments with traditional website and social environments.

Challenge

Quantifying emotion and perception

Raptive faced the challenge of identifying the emotional connection creators uniquely establish with their audiences, which is vital to driving lasting connections, but is difficult to quantify.

Solution

Nielsen captures brand effectiveness

By commissioning a Nielsen Brand Impact study, Raptive leveraged their expertise to quantify brand lift and perception. Nielsen’s tailored solution allowed for the evaluation of creator-focused content in a new way, providing unparalleled insight into brand KPIs and content elements.

Key findings

70%

Websites matter

The commissioned study revealed that when the brand was advertised on websites such as creator blog posts or sponsored content (vs. social media), ad recall was a whopping 70% higher. And when advertised on websites, the brand saw higher purchase intent and affinity.

66%

Creator websites are relatable spaces

Creator websites were found to offer uniquely positive ad placement opportunities, scoring a 66% brand fit with lifestyle, a strong indicator of purchase intent.

40%

Creator fans are powerhouses that drive outcomes

Creator fans were influential, with 40% higher purchase intent and 45% higher brand recommendation likelihood when exposed to brands on creator websites compared to the general public.

77%

Creator fans foster deep brand connections

Creator fans trust and enjoy creator product recommendations, with over 86% of creator’s fans reporting trusting creator product recommendations and 88% saying they enjoy learning about new products or services through creators. In fact, 77% of creator fans felt connected to brands featured in creator content.

How it works

Nielsen conducted an online study exposing panelists to simulated digital environments, which allow for natural immersion and interaction with realistic social feeds and sites. Then, Nielsen surveyed and analyzed responses from panelists who saw the ad on different digital environments versus those who had not, to uncover the true impact of the ads and their environments on key brand metrics.

Conclusion

Creator spaces are special and offer unique opportunities

Nielsen’s Brand Impact solution demonstrated that Raptive’s creator platform and ad placements effectively connected beauty, home and CPG brands with its audience, driving significant brand lift and emotional connections compared to social media and traditional websites, highlighting the key role that creator websites can provide.

Working with Nielsen’s Brand Impact solution has provided significant insight for Raptive,” says Marla Newman, “Their expertise revealed the value of our creator platforms, showing significant brand lift and stronger emotional connections when compared to traditional websites. Thanks to Nielsen, we now can quantify the unique opportunities that creator spaces offer in advertising.

Marla Newman, EVP – Sales, Raptive

Want to talk with our team of experts?

The post Creator platforms drive emotional connections and brand outcomes appeared first on Nielsen.

Influencer marketing: The obvious approach

honeyshah — Wed, 15 May 2024 13:38:52 +0000

Case study

Influencer marketing: The obvious approach

Nielsen + Obviously: Leveraging Influencers for Healthcare Brand Building

Introduction

Teaming up to capture brand and influencer metrics

Obviously, a leading full-service influencer marketing agency and creator platform, specializes in cultivating authentic creator networks paired with data-driven strategies for renowned brands worldwide.

Teaming up with Nielsen’s Brand Impact solution, Obviously aimed to demonstrate their ability to drive key brand metrics for a healthcare advertiser client. This involved capturing upper-funnel brand metrics, evaluating diverse creative strategies’ effectiveness and refining brand perceptions within the healthcare sector.

Objective

Prove agency effectiveness at driving top funnel brand lift metrics

The objective was to quantify Obviously’s effectiveness in driving top-of-the-funnel brand lift metrics by consistently evaluating ad effectiveness using metrics such as awareness, consideration, and intent across six creators spanning doctors to health and wellness gurus on two social media platforms.

Challenge

Bringing rigor and accountability to influencer marketing

In the tightly controlled healthcare ad space, influencer campaigns require close attention. And as demand grows to demonstrate advertising impact, the need to quickly and accurately assess individual influencer performance across social platforms intensifies.

Obviously sought independent metrics to complement their robust in-house analytics. They required a flexible solution to add to their toolkit that could measure creative formats across platforms while also diving deep into comparative, industry-level insight into ad effectiveness.

Solution

Nielsen Brand Impact quantifies brand lift and perception

Commissioning Nielsen Brand Impact to quantify brand lift and perception, the agency client leveraged decades of expertise and innovation in the social media space.

Nielsen’s solution enables the assessment of influencer strategy impact on key brand metrics and brand perception across two platforms (platforms A and B) in a natural yet malleable testing environment. Additionally, Nielsen included metrics–such as visibility, view time and interactions–uniquely tied to the social media experience and performance.

Key findings

70%

Strong recall

Influencer 2 on Platform A drove the highest recall at 70%, utilizing an asset featuring the healthcare branding and logo prominently.

70%

Creative likability

A majority of respondents, 70%, found the posts likable, with higher likability observed on Platform B compared to Platform A.

1.2x

Enforcing credibility

The posts on Platform A were seen as informative, credible and educational. They were 1.2x more informative than those on Platform B.

1.8x

Entertainment value

The posts on Platform B were seen as entertaining. They were 1.8x more entertaining than those on Platform A.

How it works

The study evaluated assets from six influencers across two social platforms using a simulated social media environment. Nielsen’s simulated methodology employs a forced exposure survey-based solution, resembling a real social media feed to provide authentic feedback, while capturing accurate brand lift insights across control and exposed groups.

Conclusion

Proving true brand impact

Nielsen’s Brand Impact solution proves its efficacy in providing insight into recall, likability and various creative elements, empowering Obviously to demonstrate influencer marketing’s systematic and rigorous measurability. This comprehensive approach not only facilitates storytelling but also strengthens Obviously’s client portfolio, establishing influencer marketing as a quantifiable and impactful strategy for driving top-of-the-funnel brand lift metrics.

Working with Nielsen’s Brand Impact solution has been a valuable partnership for Obviously,” says Heather at Obviously, “Their global renown as experts in the research space has allowed us to quantifiably prove to our clients through an unbiased third party the effectiveness of our influencer campaigns, showcasing significant increases in brand recall, likability, and credibility. Nielsen’s insights greatly complement our ability to establish influencer marketing as a measurable and impactful strategy for driving brand lift metrics.

Heather Green, Operations Manager | Obviously

Want to talk with our team of experts?

The post Influencer marketing: The obvious approach appeared first on Nielsen.