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CASE STUDY
Circana Household Lift - Driving sales through social media engagement
Jul 24, 2023
Snapshot
MARKET RESEARCH SERVICES
Household Lift
DATA TYPES
Loyalty Card
INDUSTRIES
Snacks
COMPLETION
Q3, 2020
The Challenge
A global snack brand executed a 16-week social campaign on Facebook, Instagram, and Twitter and wanted to understand the sales value of exposed vs. engaged users.
The Results
Circana provided new insights to the manufacturer, helping craft future social campaign strategies
Insight
Circana measured the uplift of the campaign at an individual household level:
Households engaged (like, share, comment, etc) had a 6% higher lift than those who were exposed only
The campaign drove more pre-existing brand buyers and new buyers to purchase than those not exposed to the campaign
+ 15%
SALES UPLIFT
4X
GREATER IMPACT OF
ENGAGED VS. EXPOSED
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