Discover the hidden value behind a modest Brand Lift

A lower brand lift than expected? No need to panic. Quite the opposite: the impact of a campaign depends heavily on your brand's position in the market, your target audience, and your campaign objectives. With Brandfacts we don't just measure brand strength and the effectiveness of digital campaigns — we also make sure you interpret those results correctly. Because a spectacular rise doesn't always tell the whole story, and a modest lift can actually signal strong performance in the crucial stages of the customer journey.

David vs Goliath: 1-0

Data never lies. A recent international analysis by Brand Metrics — the technology behind our Brandfacts measurements/studies — reveals a clear pattern: lesser-known brands score a higher Brand Lift on average than the well-established giants. The explanation? The law of diminishing returns on a head start. If almost no one knows your brand, the sky is the limit. Smaller brands therefore have enormous growth potential, which translates into mouth-watering growth percentages — just look at Naïf. Larger brands, on the other hand, hit the ceiling of their own success more quickly. If 90% of Belgium already knows your brand, there's simply no way a new campaign can double that awareness.

David vs Goliath: 1-1

So it's all bad news for big brands? Absolutely not! The Brand Metrics analysis reveals a crucial split in the funnel when we look at relative Brand Lift.

While the smaller players steal the show with explosive growth at the top of the funnel (awareness), the big names find it comparatively easier to make their mark in the mid- and lower funnel. Converting an impression into consideration, preference, and action intent takes them far less effort — because the essential foundation (read: awareness) was already built in the past.

Other reality checks for a disappointing lift

Is your brand lift genuinely underperforming, and is it not down to the size of your brand? Before pointing the finger at the platform or the weather gods, it's always worth taking a closer look at the following:

• The nature of the brand: a niche brand or sector appeals to fewer people than, say, a supermarket. And a smaller target audience means a smaller chance of being relevant to the consumer. Fortunately, that's something we can help you work around, thanks to the wide range of audience targeting options available (behavioural / intent / socio-demo /…). With DPG Datalab you can even build audiences based on your own CRM data and deploy them in digital campaigns with ease.

• The strength of your creative executions: Sometimes ads miss the mark due to a vague message or weak branding. Strong creative can make all the difference and ensures your campaign actually lands.
  If you use DPG Ad Manager, the + features in the ad studio can assist you with seamless ads — helping you create additional visuals or copy where needed.

So… breathe in, breathe out

A percentage never tells the whole story. Escape the benchmark stress and look beyond the number alone. With Brandfacts measurements, we offer a transparent picture: we reveal the impact of your brand and campaign, including the context that matters. The size and nature of your brand, combined with strong creative, play just as big a role in the final result.

Want to know more about how Brandfacts uncovers the effectiveness of your next campaign?