With more consumer brands turning to online video and social media marketing to connect with consumers online, there has been a great industry need to prove if—and how—these tactics really impact purchase intent. A recent Nielsen analysis reveals that for one alcoholic beverage brand—Stolichnaya® Vodka—and social video distribution platform Sharethrough, this combination led to significant brand impact.
Stolichnaya’s® campaign, “The Most Original Moments, Deserve The Most Original Vodka”, consisted of three films that embody the spirit of Stolichnaya®. The videos were distributed online by Sharethrough so that Stolichanaya’s audience of adults 21-34 could organically discover and share the content. Together, Stolichnaya and Sharethrough saw an overall 30.8% brand lift in the campaign’s primary marketing objective, purchase intent, among those who were exposed to the video through both paid placements and shared views.
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Methodology
Nielsen Online Brand Effect, formerly Vizu Ad Catalyst, allows advertisers to collaborate with their digital media ecosystem around optimizing brand lift metrics. Consumer sentiment is captured through a web-poll that asks each consumer sampled a question to measure how the campaign performed against its primary objective. Using an intuitive, web-based dashboard, Stolichnaya® and Sharethrough were able to get a real-time understanding of the brand building effectiveness of their online video campaign, and its performance against their primary marketing objective – purchase intent. The performance of key campaign elements driving overall brand lift – creative, frequency, and audience segments – were also highlighted, providing opportunities to improve performance in-flight and across campaigns.
