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The new
tea
ritual.
The campaign .
During the Nestlé Spécial.T campaign, one of Nestlé's main products, Adot was able to effectively measure the impact that the advertising campaign had on the people who were targeted.
+ 3 pts
on brand awareness
+ 10 pts
of intention to buy
The context .
The Nestlé brand worked with Adot to measure the effectiveness of their campaign for the Nestlé Spécial.T product. During this campaign, Adot set up a specific protocol by analysing two metrics: the exposure rate and the post-exposure purchase intention.
The objective was to know concretely the impact of the campaign on the targeted audience beforehand and if this large-scale campaign allowed them to make a purchase.
To evaluate the impact of this advertising, we have designed a protocol consisting of two distinct phases:
1. The creation and distribution of a specific questionnaire
Following the campaign activation, a tailor-made questionnaire for Nestlé Spécial.T was designed in order to find out the impact of the campaign both on brand recall and on the incentive to make a purchase on the profiles exposed.
2. A thorough analysis of the results
Once the results were obtained, a precise analysis was carried out which allowed us to measure the impact of the campaign on the reached profiles by the Nestle Special T campaign. Finally, we compared the obtained results with a representative control group. The objective was to be able to have reliable and representative data.
The results .
For this campaign, the following results were obtained:
- More than 5000 respondents following the administration of the questionnaire
- + 3 points on brand recall
- 4 marketing segments identified