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

I nfluencer marketing is projected to hit a market size of billion by the end of 2024, according to Statista. This marketing approach has become a cornerstone in the toolbox of modern marketers, with nearly 60% of practitioners planning to boost their influencer budgets in the next year. The increase of adoption when it comes to influencer marketing campaigns in the Philippines that can be attributed to their effectiveness in reaching new audiences, raising of brand awareness, fostering connections, and also driving sales. The ROI Challenge Despite its widespread adoption, one pressing question remains for marketing leaders: How can you be sure your influencer marketing campaigns in the Philippines are truly effective? The ideal scenario where all influencer campaigns generate direct, trackable sales through links and promo codes is rare. Influencer marketing goals are diverse and nuanced, ranging from increasing brand familiarity and love to shifting perceptions and securing a spot in the consumer’s consideration set. Traditional metrics such as reach, impressions, shares, engagement rates, and earned media value are plentiful but often fail to provide a clear picture of what drives success and why. Measuring Specific Goals with Brand Lift Campaigns Fortunately, there are more effective methods to gain insights and prove performance, especially for campaigns aimed at influencing consumer thoughts, feelings, and intentions. Brand lift studies—market research exercises that measure the impact of a campaign against specific objectives—offer a valuable solution. These studies, revitalized by recent innovations in research, are perfectly suited to address the influencer impact question that many marketers face. Understanding Brand Lift Brand lift studies also involves collecting survey feedback from two groups: an exposed group and as well as control group. For influencer marketing campaigns in the Philippines, the exposed group includes individuals who have seen the content—whether it’s a reel, TikTok, YouTube short, LinkedIn post, or another format. Members of the exposed group may be followers of the influencers, part of a targeted paid audience, or similar potential viewers on platforms like TikTok’s For You Page. The control group is a look-alike audience, closely matching the exposed group in demographics, attitudes, awareness levels, category usage, and other attributes. Both groups participate in the same online survey, typically comprising 3-15 questions tailored to the influencer program’s objectives. The outcome, expressed as percentage lift, were derived from the differences in the survey responses between the two groups. Since the only significant difference between the groups is exposure to the influencer content, any lift observed can be attributed to the influencer campaign. For example, if 25% of the control group is likely to purchase a product within the next 30 days, 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 can reveal the impact of influencer marketing campaigns in the Philippines across various stages of the customer journey, from awareness to consideration. While platform-supplied studies for paid activations usually provide limited insights, custom brand lift studies offer a broader range of findings. These studies can detail the campaign’s influence on awareness, familiarity, favorability, brand attributes such as trust and quality, and purchase intent. Brands can also determine which messages resonate most with their audience. Marketing leaders find these studies appealing for several reasons. Firstly, the results are straightforward, goal-aligned, and provide clear proof of performance. Secondly, influencer brand lift studies can be applied across any social channel, encompassing both organic efforts (where influencers post to their followers) and paid efforts (where posts are boosted or amplified). Final PopStar Tip Lastly, these studies can 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, theme, and other elements. This will enable decision-makers to allocate the budgets more effectively, and focuses on messages that will resonate with their target audience, and identify the most impactful types of influencers in social media. 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. Send us a message  or contact our Team at contact@pop-star.me for more information on how PopStar can help your digital marketing here in the Philippines.