Challenge
Vodafone wanted to know how their digital activity was performing on key brand metrics against three campaign objectives;
- raising awareness of women’s initiatives at Vodafone
- driving traffic to the #ConnectedSheCan webpage
- an effective partnership with Captain Marvel
Approach
We used Context Lab in the UK and Turkey to evaluate the brand impact of their videos on Facebook and Instagram, along with creative diagnostics to understand consumer reactions to the content.
Insight
Reflecting the success of the Disney Captain Marvel partnership, KPIs were successfully improved in both markets – driving significant uplifts in brand metrics, and awareness of women’s initiatives at Vodafone. The contexts in which the creatives were delivered (Facebook & Instagram) were a good choice in order to achieve the desired campaign impact on specific audiences.
Impact
This was one of the first pieces of evidence for Vodafone showing the Marvel partnership and the female-empowerment narrative is not only good for consumers, but good for business. The client is using our recommendations for future content they are planning in the digital space.