The team executed a performance branding study on Facebook to evaluate brand lift as well as conversion lift for key website events. By comparing control and exposed audiences, incrementality was able to be evaluated. This blended approach allowed for valuable insights into multiple stages of the consumer journey, from brand awareness to purchase intent.
The study showed positive lift across brand categories, surpassing CPG benchmarks. Ad recall was particularly pronounced, signaling that the creative was successful in driving memorability and that the selected audience resonated with the messaging approach.