Measurable ROI

from brand awareness

The consensus is that digital marketing increases brand awareness. What’s less clear is how to effectively measure brand awareness in digital campaigns.

Virgin Media Business used their brand values as an opportunity to make people a talking point in businesses and on social media, driving conversations and encouraging healthy debate.

The premise of the campaign was that with the right technology, there’s no wrong way to work.

The marketing campaign needed these 6 digital content assets:

  1. A website quiz with social sharing
  2. An AR Instagram filter quiz
  3. A hero video production and social snippets (website, social in-feed, social stories)
  4. An employer social video
  5. Campaign photography
  6. LinkedIn carousel ads

So what was the ROI?

  • Over 250,000 employee quiz ad views on LinkedIn, YouTube and Facebook
  • 150,000 employee quiz views in week 3, with over 130,000 views on Facebook alone
  • Over 150,000 employer video views in 4 weeks on LinkedIn and Google
  • 3.3% Facebook quiz ad engagement rate
  • 2.6% LinkedIn video engagement rate

3.3%

Facebook quiz ad engagement rate

2.6%

LinkedIn video engagement rate

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