Branding campaigns are an essential component of a successful marketing strategy. They help businesses build brand recognition, increase customer loyalty, and establish themselves as industry leaders. However, measuring the success of branding campaigns can be a challenging task.
The Company
Our client is a leading sports apparel company that specializes in athletic clothing, footwear, and accessories. They have a strong presence in the market and are known for their quality products and innovative designs. The company decided to launch a new branding campaign to increase its brand awareness and reinforce its position as a leader in the sports apparel industry.
The Campaign
The branding campaign was designed to reach a broad audience and promote the company’s values and mission. The campaign centred around the tagline “Stay Active, Stay Strong” and featured high-energy visuals of athletes engaged in various sports activities.
The campaign was launched across multiple channels, including television, social media, and outdoor advertising. The company also sponsored several sports events and partnered with leading athletes to endorse their products.
Metrics to Track
To measure the success of the branding campaign, the company tracked several key metrics across different channels. Here are some of the metrics they tracked and how they used them to evaluate the campaign’s performance:
- Social Media Engagement
The company tracked social media engagement on their official accounts and monitored the number of likes, shares, comments, and followers. They also analyzed the sentiment of the comments to understand how their audience perceived the campaign.
- Website Traffic
The company tracked website traffic during the campaign period to understand how many people visited their website after seeing the campaign. They used tools like Google Analytics to analyze the traffic sources, bounce rate, and time spent on the website.
- Sales
The company tracked sales data during the campaign period to understand how the campaign impacted its revenue. They analyzed the sales data across different channels, including online and offline stores, and compared the data with the previous year’s sales data.
- Brand Awareness
The company conducted a brand awareness survey before and after the campaign to understand how the campaign impacted its brand recognition. The survey asked respondents about their awareness of the company’s products, brand values, and mission.
