Client’s challenge

Campaigns in the non-profit sector are usually aimed at influencing social behaviour. Whether it is about stimulating waste separation or tackling nuisance on the football pitch, the goals of non-profit campaigns often go beyond just influencing purchase intent. Our client launched a campaign on TV, online and on social media in late 2018 to early 2019, with the aim of influencing the social behaviour of the target group. The client wants to know what the effects of this campaign have been, and whether the objectives have been achieved.

The approach

DVJ Insights’ Campaign Evaluation consists of a pre-post methodology, which means that we test before and after the campaign period. The campaign included a TV commercial, online video, and a social campaign. Two measurements were performed among a primary and secondary target group. Before the start of the campaign, a preliminary measurement was conducted to gain insight into the baseline situation regarding the subject. At the end of the television campaign and after the start of the online video and the social campaign, a post-measurement was carried out to provide insight into changes compared to the starting situation. This way you can map out what has changed, but you can never say with certainty to what extent developments can be attributed to the campaign. With the help of advanced statistical analyses, we can deduce whether certain developments can be attributed to the campaign. And for what part developments are caused by events outside of the campaign, such as the news or the weather.

In addition, the campaign focuses on behaviour which people may not be aware of. It may be habitual behaviour, or the subject is sensitive, so people won’t easily comment on it. Therefore, implicit measuring was used during the study. With this method we can determine what the unconscious attitude is with regard to certain intended behaviour, and to what extent campaigns influence this.

The results

Before the start of the campaign, knowledge about the subject of the campaign was already very high in both the primary and the secondary target group. This level of knowledge remained the same after the campaign ended. Regarding attitude and change of behaviour, the primary target group shows positive figures. In the secondary group, there are no significant shifts in attitude and behaviour.

The recognition of the TVC is very good in relation to the media pressure. Both the TVC, the OLV and social strongly contribute to the recall of the campaign. All creatives are better recognised among the primary target group than among the secondary target group. From the start of the online campaign, we have seen an increase in traffic to the campaign website.

Figure 1 Recognition of the campaign creatives

The campaign is rated well above benchmark by both target groups with an average of 7.8. On all valuation aspects, the campaign performs average to good among both target groups compared to the benchmark. It is striking that the campaign still provides new information among the primary target group.

Client’s benefit

The study provided the client with insight into the effects of the campaign on the social behaviour of the target group. Based on the results, it can be stated that the campaign has achieved the set objectives.