Data
Post-Campaign Awareness Survey Discovered Key Insights for Future Campaign Strategies
In the dynamic landscape of marketing, the completion of a campaign is not the endpoint but rather a gateway to a deeper understanding of its impact and the audience's perception. Implementing post-campaign awareness surveys has become integral in helping marketers not only to measure current campaigns' impact and success, but also find key insights that can shape future campaign strategies on how to promote insurance products in Malaysia.
Background
Following a New Product Launch campaign by a prominent insurance company in Malaysia, a post-campaign awareness survey was conducted. While the primary focus was to evaluate the effectiveness of the recent campaign, the survey unexpectedly revealed additional insights that have implications for shaping future strategies.
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Objectives
The primary objective was to assess the impact of the New Product Launch campaign on product awareness, understanding, and perception among the target audience. The post-campaign awareness survey also revealed some unexpected findings that will help the brand to plan future strategies for future strategic planning.
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Field Work:
Armed with a well-crafted questionnaire, partnering with VASE, an AI-Driven Consumer Research Platform. Utilising VASE's extensive online database to reach out to the target samples. This innovative approach facilitated seamless engagement and ensured a comprehensive and reliable data collection process.
Analysing and Key Learnings:
The collected data underwent thorough analysis. Employing statistical methods and visualisation tools, The Research Specialist from SOLV Digital uncovered patterns, trends, and correlations. This phase was about transforming raw data into actionable knowledge that became the solid foundation of what they now understand.
Recommending Future Approach:
The final step was to translate insights into recommendations. The Research Specialist and Consultants from SOLV Digital work together to uncover what improvements could be made. Which strategies should be continued or tweaked based on the findings? This forward-looking phase was instrumental in using the understanding to guide future actions and decisions.
The SOLV Approach
When it comes to conducting effective research, the SOLV approach offers a structured and comprehensive methodology. Let's break down each step:
Identifying Research Objective and Key Metrics:
The journey began with a clear definition of our research objective. The Research Specialist from SOLV Digital identified precisely what information needed to be sought and outlined key metrics to gauge success. This initial step set the tone for a purpose-driven investigation.
Proposing and Drafting Questionnaire:
With the research objectives and metrics in focus, the Research Specialists crafted a robust questionnaire. Each question was meticulously designed to align with the research goals. Clarity, conciseness, and relevance were paramount in constructing a tool that would be the backbone of a successful survey.
Survey Findings
Exposure Frequency: Exposure frequency significantly affects the recommendations and positively impacts audience perception.
​Tailoring Messages for Diverse Priorities: Customised messaging for different age groups can garner increased attention.
Leveraging Different Content Types for Engagement: Engagement through quizzes, interactive videos, and participatory elements in ads directly correlated with higher conversion rates.
Nurturing Young Prospects for Long-Term Growth: Capitalising on the Potential of Gen Z as Long-Term Marketing KPIs.
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Implications for Future Strategies
The unexpected insights gathered from the post-campaign awareness survey have significantly influenced the trajectory of future campaign strategies. The success of diversifying exposure channels and tailoring messages to diverse priorities has laid a foundation for continued innovation. Engaging content types and interactive elements have been recognised as a powerful tool for sustaining audience interest and driving conversions.
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Conclusion
The Post-Campaign Awareness Survey, designed initially to measure the immediate impact of the New Product Launch campaign, has proven to be a treasure trove of unexpected insights. These findings not only affirm the success of the recent campaign but also provide strategic guidance for future initiatives. The brand is now well-equipped to leverage these insights in crafting targeted and impactful campaigns, especially in reaching and engaging the dynamic and influential Generation Z demographic.