This Just In: Playbuzz Tops Brand Lift Charts

A recent study by Nielsen commissioned by Playbuzz shows that our branded content campaigns perform in the top 10% of all Nielsen Global Digital Brand Effect campaigns.

Created by The Storytelling Team (User Generated Content*)User Generated Content is not posted by anyone affiliated with, or on behalf of, Playbuzz.com.

On Jun 3, 2018

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Today Playbuzz is excited to share the results of a study, conducted by Nielsen on our behalf, to understand the true power of our engaging branded content solutions - and their impact on consumers' relationships with brands - as compared to other forms of traditional digital content.

The Methodology

To conduct the study, Nielsen ran a meta analysis using historical brand lift data from 16 Playbuzz-powered UK branded content campaigns across the following categories:

Those campaigns were produced for partners including Sky Q, Tesco, eBay, The National Counter Terrorism Police, Shell, Sky Mobile and more.

The results of these studies were then aggregated and benchmarked against global Nielsen Digital Brand Effect (DBE) studies in terms of category and objective norms, for greater sampling and stability versus simply measuring UK studies. The objective norms were as follows:

Awareness
Message Association
Intent
Perceptions
Preference

The Results

The study showed that:

Playbuzz-powered branded content drove brand lifts 12X greater than average digital brand lifts measured globally by Nielsen.

And also noted...

Playbuzz-powered branded content is more successful at providing increased engagement, shifting brand perceptions and ultimately driving preference than other global digital content.

Why I'm not surprised

The results support previous studies which link engagement-based content to awakening of the brain, and enhancing content memorability.

For brands who tell stories online, packaging campaigns into more engaging and interactive mediums enables a much deeper relationships with the consumer.

For example, Playbuzz worked with Mediacom and the UK National Counter Terrorism Police to raise awareness of what to do when faced with suspicious activity.

Due to the immersive nature of the campaign, it garnered the highest brand lift in the National Education category.

This showcases the power of engaging storytelling tools - interactive articles, polls, ranked lists, video and more - to approach topics sensitively in order to drive awareness, educate and shift perceptions.

To learn more about the performance of Playbuzz-powered branded content campaigns and this study, click here.

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