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We did achieve a brand lift by generating 30% higher impressions than the set KPI. But what was also important is that we got a chance to learn more about the audience's perception of the new messaging through the study.
The brand was unveiling its new brand messaging and the challenge was to determine if our target audience across social media would be able to relate to it and also identify the brand with it.
We undertook a brand lift study on our upper-funnel campaigns to help understand the consumer perception around the new messaging. My role was to plan out the strategy, align with channel partners, execute the campaign, monitor results and report back with the results of the campaign and of the brand lift study. I utilized my skills like channel/platform knowledge, ad creation and optimization, reporting, management of channel partners (Meta) and data interpretation.
We did achieve a brand lift by generating 30% higher impressions than the set KPI. But what was also important is that we got a chance to learn more about the audience's perception of the new messaging through the study.
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