Leveraging Brand Lift Studies to Measure the Impact of Your Influencer Marketing Campaigns in the Philippines

How to Measure the True Impact of Your Campaigns Beyond Clicks and Likes

Influencer marketing is projected to hit a market size of $32.55 billion in 2025, with nearly 60% of marketers planning to boost their budgets. This growth is especially evident in the Philippines, where the influencer marketing industry is expected to reach over $125 million in 2025. However, a key question remains: How can you be sure your influencer marketing campaigns in the Philippines are truly effective?

Traditional metrics like reach and engagement rates are plentiful but often fail to provide a clear picture of success. The real goal of a campaign is to influence a consumer's mindset—to increase brand awareness, shift perceptions, and foster genuine trust. This is where a more sophisticated measurement approach is needed.

The ROI Challenge: Going Beyond Traditional Metrics

While some campaigns generate direct, trackable sales through promo codes, this is not always the main objective. Influencer marketing goals are diverse and nuanced, ranging from increasing brand familiarity to securing a spot in the consumer’s consideration set. Traditional metrics, such as reach, impressions, and engagement rates, are great for a high-level view but don't tell you if the campaign actually changed how people think or feel about your brand.

Measuring Specific Goals with Brand Lift Studies

Fortunately, there are more effective methods to gain insights and prove performance. Brand lift studies—market research exercises that measure the impact of a campaign against specific objectives—offer a valuable solution. These studies are perfectly suited to address the question of "influencer impact" that many marketers face.

Understanding Brand Lift

A brand lift study involves collecting survey feedback from two groups: an exposed group and a control group.

• Exposed Group: Individuals who have seen the influencer's content, whether organically (as a follower) or through a paid, targeted audience on platforms like TikTok's For You Page.
• Control Group: A look-alike audience that closely matches the exposed group in demographics, attitudes, and awareness levels but has not been exposed to the campaign.

Both groups answer the same online survey (typically 3-15 questions) tailored to the campaign's objectives. The outcome, expressed as a percentage lift, is the difference in responses between the two groups. Since the only significant difference between them is exposure to the influencer content, any lift observed can be attributed to the campaign.

For example, if 25% of the control group is likely to purchase a product, compared to 40% of the exposed group, the campaign achieved a 15-point increase in purchase intent.

Insights from Brand Lift Studies

Brand lift studies reveal the campaign's impact across various stages of the customer journey, from awareness to consideration. Custom studies offer a broader range of findings than those provided by platforms, detailing influence on:

• Awareness and Familiarity: Did more people become aware of your brand?
• Favorability: Do they now have a more positive view of your brand?
• Brand Attributes: Has the campaign influenced perceptions of your brand's trust and quality?
• Purchase Intent: Are consumers more likely to buy your product?

These studies are highly appealing to marketing leaders for several reasons:

• The results are straightforward and provide clear proof of performance.
• They can be applied across any social channel, encompassing both organic efforts and paid efforts.

Final PopStar Tip: Guiding Future Investments

Brand lift studies can also yield more granular, strategic insights that guide future investments. For example, they can assess the impact of a campaign by channel, influencer type, creative content, or theme. This enables decision-makers to allocate budgets more effectively, focus on messages that resonate with their target audience, and identify the most impactful types of influencers.

By utilizing brand lift studies, marketers in the Philippines can gain a deeper understanding of the effectiveness of their influencer marketing campaigns, ensuring they make informed decisions and maximize their return on investment.

For more information on how PopStar can help your digital marketing here in the Philippines, send us a message or contact our Team at here.