Campaign Evaluation & Testing
Successful campaigns do more than just deliver a message. They effectively reach and persuade the desired consumers, using standout messages, content, and style to elevate the brand in both conscious and subconscious ways.
At NOVERNA, we help brands conceptualize, refine, and measure the success of their campaigns, focusing on both short-term and long-term impact. Our work spans various campaign types, including:
- Brand and corporate awareness and image
- Products and services
- Sponsorships
- Loyalty Programs
- Corporate Social Responsibility
- Human Resource activities
Developing the Campaign
At the very first stage, through in-depth qualitative work, we help customers define the initial base for developing new campaigns, answering key questions:
- Who should the campaign be targeted at?
- What are the high-level messages that should best be communicated and how?
- What could be the over-riding slogan?
- Which are the primary benefits that the messaging
- Which Reasons to Believe will resonate best with consumers?
- What images, symbols and language should be adopted?
Pre-testing the Campaign
We thoroughly test communication materials to ensure they stand out in today’s crowded media landscape, appeal to the audience, and positively influence customers. Our measurement approach simulates real-life consumer exposure, identifying success factors and pitfalls across various formats.
Our experts assess each campaign’s broader impact on the brand’s image and strategic goals, providing guidelines for improvement to maximize success and minimize risks.
Post-Campaign Evaluation
Our post-campaign evaluation program measures the actual impact which the campaign has, acting as a barometer for its success and illuminating the way forward for the current and future campaigns. Our engagements typically gauge and provide answers to critical questions such as:
- What share of consumers has the campaign reached?
- Have the right target consumers been reached?
- Has the campaign investment been efficient, maximizing resources and expenditures?
- What is the share of voice of our campaigns?
- Is the campaign appealing and differentiated from competition’s campaigns in a positive way?
- What impact is the campaign having on the brand image?
- Is the campaign successful in communicating core functional messaging?
- Is the campaign helping forge an emotional bond with consumers?
- What has worked best in terms of the creative executional aspects of the campaign?
- Ultimately, is the campaign inciting consumers to find out more and use the brand?