Having never conducted a brand-driven campaign before, our client - a major North American energy company - needed a way to measure the effectiveness and success of the content with the target audience in deepening engagement with the brand.
To define the ways the target audience - in this case females aged 25-49 - most desired to engage with the brand, and the effectiveness of the campaign content in driving forward the measures most critical to deepening the relationship.
The blind / exposed survey found that the campaign content developed by their agency addressed these specific elements extremely well, and the BEST score among those exposed was 59% higher than those not exposed.
The BEST rating allowed for numeric evidence of the positive emotional impact of the brand campaign - something any marketer knows is typically very hard to quantify. This, alongside other positive campaign feedback, gave this very performance-based organization the confidence needed to fund and expand the campaign again in 2020.