Understanding the Impact of

Brand Activity on Facebook

 AGENDA

1. WHAT IS BRAND LIFT

LEARNING 2. HOW DOES IT WORK
OBJECTIVES
3. MEASUREMENT JOURNEY
4. ALIGNING MEASURMENT WITH YOUR
BRAND OBJECTIVES
5. SETUP REQUIREMENTS

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WHAT IS BRAND LIFT?
WHAT IS BRAND LIFT

Understanding the
incremental impact of
brand activity on
Facebook & Instagram
HOW DOES IT WORK?
Brand Lift studies rely on sound experimental design

RANDOMISE DELIVER DELIVER ANALYSE

GROUPS ADVERTS POLLS LIFT

Exposed Facebook adverts

(+ other media)

Control No Facebook adverts

(or other media)

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What does a Brand Lift Poll look like?

4-48 hours

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BRAND MEASUREMENT JOURNEY
 Brand Measurement Journey

Understanding if Optimization: Role of Facebook Understand Sales Lift

Facebook works for your Allowing Facebook to work in the media mix: and ROAS
business objectives harder for you X-publisher, X-channel (Return on ad spend)

1 4
2 3

1. Single Cell Brand Lift Study 1. Multi-cell Brand Lift Study 1. Role within the purchase 1. Match Market Test
2. Split Testing funnel 2. Mixed Media Modelling
2. Role within the media mix
3. DAR / TAR

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Step 1: Understanding if Facebook works for your business objectives

Understanding if Optimization: Role of Facebook Understand Sales Lift

Facebook works for your Allowing Facebook to work in the media mix: and ROAS
business objectives harder for you X-publisher, X-channel (Return on ad spend)

1 4
2 3

1. Single Cell Brand Lift Study 1. Multi-cell Brand Lift Study 1. Role within the purchase 1. Match Market Test
2. Split Testing funnel 2. Mixed Media Modelling
2. Role within the media mix
3. DAR / TAR

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Test Structure: Single cell setup to understand the value of Facebook

Single Cell Objective

Understanding Value

Test Group

Account-Level Set Up Campaign-Level Set Up

Is Facebook an effective How did my big, specific
platform to build brands? campaign perform?

Control Group

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 Step 2: Optimization - Allowing Facebook to work harder for you

Understanding if Optimization: Role of Facebook Understand Sales Lift

Facebook works for your Allowing Facebook to work in the media mix: and ROAS
business objectives harder for you X-publisher, X-channel (Return on ad spend)

1 4
2 3

1. Single Cell Brand Lift Study 1. Multi-cell Brand Lift Study 1. Role within the purchase 1. Match Market Test
2. Split Testing funnel 2. Mixed Media Modelling
2. Role within the media mix
3. DAR / TAR

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Test Structure: Multicell setup to understand which strategy works
better for your brand
Multi Cell Setup Multi Cell
Strategy A vs Strategy B

Test Group
Which strategy works better
for building your brand?

- Objective: Reach vs BAO

- Placement: Auto-Placement vs not
- Creatives: Mobile-first vs not
Control Group

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ALIGNING MEASURMENT WITH YOUR
BRAND OBJECTIVES
Measuring as per your brand objectives

Ad Recall*
Campaign Awareness Awareness
Brand Awareness

Message Association
Favorability
Association
Familiarity
Affinity

Preference Consideration
Consideration
Intent

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 What does it mean for Philips?
Different BLS can be used to measure different brand objectives along the marketing funnel

Example
Scenario 1: New product launch
Ad Recall*
Campaign Awareness Awareness BLS 1 Objective: BLS 2 Objective:
Brand Awareness
1. Ad Recall 1. Ad Recall
2. Campaign Awareness 2. Familiarity
Message Association 3. Message Association 3. Consideration
Favorability
Association
Familiarity
Affinity

Scenario 2: Seasonal campaign

Preference Consideration
Consideration BLS 1 – Pre-campaign BLS 1 – Post-campaign
Intent 1. Ad Recall 1. Ad Recall
2. Favorability 2. Favorability
3. Intent 3. Intent

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SETUP REQUIREMENTS
Setup Requirements for BLS in Vietnam

Reach Frequency Holdout

Minimum 5 MILLIONS REACH 1+ PER WEEK 2-5%

Requirement

Facebook AT LEAST 60% OF

2+ PER WEEK 10%
TARGET AUDIENCE
Recommendation
Brand Lift Study Planning Guide
Insert final questions from Facebook Brand Lift Polling Question Form

Campaign Name Business Manager ID Category Questions

Overall Campaign Strategic
Ad Account ID
Objective
Flight (Min/Max = 4-12 weeks) Campaign ID(s)

Spend Audience Size Question

• Answer
Buying Type Reach
1. TBD • Answer
• Answer
Campaign Objective Impressions • Answer
• Answer
Optimization (Auction Only) Avg Frequency

KPI(s) Holdout (Min = 2%-5%)

Additional Campaigns Running?

Targeting

Ad Unit(s)
Question
Placement(s) Polling • Answer
Question • Answer
2. TBD
s • Answer
Overall Brand Lift Learning Additional Details • Answer
Objective • Answer
Partner

Cell Type (Single or Multi)

Campaign or Ad Account ID Level?

Language
Creative – Asset URLs Question
• Answer
• Answer
3. TBD
Aligned to • Answer
Polling Questions? (Y/N) • Answer
• Answer

Use Facebook’s Campaign Planner Tool to estimate Audience Size, Reach, Impressions Facebook Brand Lift: 1-3 questions (Ad Recall = Mandatory)
If you have questions on field definitions or how to complete, please contact your Facebook rep Please allow up to 2 weeks post study completion for Brand Lift Report Nielsen Brand Effect: 1-3 questions
Millward Brown: 5 questions
Brand Lift Study Poll Questions Guide

BRAND LIFT POLL QUESTIONS

Select your desired poll questions, plus custom and flexible wording on the Question Selection sheet: QUESTION SELECTION
- You may select up to three questions (one of which must be an Ad Recall question)
- Once you have selected Q1, Q2, and Q3 from the drop-downs next to each question and modified the custom and
fleixble components, your final questions will appear formatted below on this sheet.

To view sample questions with custom/flexible placeholders, go to the Sample Questions sheet: SAMPLE QUESTIONS

Once selected, your questions will appear below:

Q1

Q2

Q3
Setup Process: Reach & Frequency

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Thank you