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One.com: Increasing brand awareness with data-driven media strategy

Marketing evaluation Paid social Programmatic

Precis collaborated with One.com to create a media strategy and measurement framework for their brand campaign, which featured three quirky characters sharing customer testimonials. This led to a significant increase in brand awareness across key markets and provided valuable insights to shape future initiatives.

 

 

 

Our approach

To drive brand awareness in Norway, Finland and UK, Precis developed a media strategy that focused on heightening attention, enhancing memorability, and engaging audiences across different channels.

We used attention and engagement metrics to refine channel strategies, conducted brand lift studies to measure ad recall and brand awareness impact, analysed causal impacts on site traffic from the campaign, and tracked long-term brand growth for valuable insights into future planning.

What we did

We aimed to increase brand awareness through a cross-channel campaign, emphasising diverse ad formats and platforms to maximise efficiency and reach.

By having a dynamic media plan and evaluation framework we were able to adapt to audience behavior and optimise media investments throughout the campaign.

Key insights revealed that quirky testimonial videos excelled on prominent share-of-screen platforms like Connected TV and WeTransfer, as well as in non-skippable formats on YouTube and specific ad formats on Facebook.

Average increase in baseline awareness on YouTube

8,3%

Our YouTube campaign led to a rise in the positive response rate amongst baseline users surveyed between phase 1 and 2 in the brand lift study over a three-month period.

Increase in aided brand awareness in Finland

2x

Precis’ brand tracker results demonstrated that the brand campaign significantly elevated awareness in Finland.

Relative increase in user traffic in the UK

8,2%

While our primary campaign goal was to enhance One.com awareness, we also assessed acquisition metrics such as website traffic to underscore the significance of launching branding initiatives. Our causal impact study revealed a notable uptick in user visits in the UK, demonstrating the positive influence of our brand campaign on traffic.

  • Precis gave us the confidence to heavily invest in our brand. We now have a more structured approach to measuring brand awareness and campaign effectiveness.

    Nadya Frost
    COO One.com

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