You wouldn’t start reading a book halfway through or go on a road trip without picking the perfect playlist.
So why would you start a digital advertising strategy without a Brand Awareness campaign?
At Insight, we believe Brand Awareness is critical to your brand’s success. Although it sits at the top of the marketing funnel, Brand Awareness is sometimes overlooked in favour of conversion campaigns. But Brand Awareness is often the first way your audience discovers you. Like a first date with your dream crush, you want to make the best impression possible to win them over.
What is a Brand Awareness Campaign?
A successful Brand Awareness campaign engages a broad audience with relevant interests, closely aligning with individuals who may benefit from your product. The goal is to capture your audiences attention with eye-catching visuals and cracker copy to reinforce brand recognition and literally kickstart the customer journey.
To measure the success of this campaign, we consider our key Brand Awareness metrics and make strategic changes to our targeting or creative according to our analysis.
Our Essential Brand Awareness Metrics
Reach: The total number of unique users who saw your brand's ad in their feed.
Impressions: The total number of times your ad is displayed on the audience’s Facebook or Instagram feed.
Estimated Ad Recall Lift: An estimation of how many people would remember seeing your ad if they were asked about it within two days.
Audience Growth: The increase in the number of followers your brand's account has over a certain period.
Link Clicks: The number of clicks on links within the ads delivered to the audience.
The Impact of Brand Awareness
Implementing a Brand Awareness campaign offers a unique opportunity within your digital advertising strategy. It not only spreads awareness of your brand persona and identity but also reinforces recognition through the strategic use of brand colours, logos, slogans, and key messages.
People gravitate toward things that are familiar (hello mere-exposure effect) so if your competitors are running a Brand Awareness Campaign, their brand already has a head start in the marketplace.
When it comes to maximising your ad campaign, Brand Awareness is also a great optimising tool. We can assess which creatives resonate most with your audience and apply these insights further down the marketing funnel, enhancing your consideration and conversion efforts (here’s looking at you ROI).
But that’s not all … Brand Awareness campaigns also allow our performance marketing team to target lookalike audiences—those who resemble your previous engagers—at the deep end of your digital advertising strategy.
Brand Awareness is the real shebang! So, if you think your brand could benefit from a social strategy makeover, shout out: our A-Team is ready to dive into the details to make sure the right people get around your brand.
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Although it sits at the top of the marketing funnel, Brand Awareness is sometimes overlooked in favour of a snappy Conversion Campaign. But Brand Awareness Campaigns are more important than you think. Keep reading to discover why Brand Awareness Campaigns are the real shebang!💥