The Challenge
A leading direct-to-consumer brand was investing heavily in a multiformat digital campaign — native and online video — and needed more than standard performance metrics to justify spend and guide future strategy. The brand knew its campaign was reaching the right audiences, but didn’t know how those audiences were actually moving.
Traditional measurement could tell them clicks and completions. It couldn’t tell them whether people were closer to purchasing, or who, specifically, was most influenced by the campaign.
The brand turned to CivicScience to get the full picture: not just what the campaign did, but who it moved and why.
The Solution
CivicScience deployed an always-on Brand Lift Study, running concurrently with the campaign, measuring three core outcomes — purchase intent, ad recall, and brand awareness — across exposed and control audiences continuously throughout the flight.
Using CivicScience’s proprietary polling infrastructure and the largest online community of U.S. respondents, the study captured declared responses — not modeled or inferred — giving the brand a precise, real-time view of campaign impact as it unfolded.
The headline lift numbers told part of the story. CivicScience filled in the rest by layering deep audience profiling across every segment that moved, from demographics and psychographics to lifestyle indicators and shopping behaviors. The result was a measurement study that doubled as a strategic planning tool, answering not just who responded to the campaign but also why they did so and how to reach them again.
CivicScience built custom audience segments entirely from declared intent data — including in-market shoppers, category enthusiasts, and lifestyle-aligned consumer groups — each targeted within precise demographic parameters to maximize relevance and efficiency.
Results & Impact
The campaign delivered statistically significant lift across the metrics that matter most for consumer purchase growth:
Among male audiences, purchase intent nearly doubled (+109.7% relative lift). The 55–64 age bracket — a core target — delivered a +151.3% relative lift in intent. Ad recall among female audiences surged +163%, demonstrating broad campaign memorability across the audience base.
Critically, the campaign moved consumers decisively toward action: ‘Very Unlikely’ responses dropped 11 points, while ‘Very Likely’ intent rose 180% in relative terms. This wasn’t a nudge; it was a meaningful shift.
The psychographic profiles surfaced in the study provided the brand with a clear roadmap: which audience segments to prioritize in future campaigns, which creative angles resonate most, and which media channels and contexts to invest in going forward.
Why CivicScience
CivicScience is an advertising and analytics platform built on the world’s largest database of real-time consumer sentiment and declared intent. Powered by AI-enabled survey technology engaging millions of U.S. respondents every week, we help leading brands and agencies activate and measure high-performing advertising – reaching custom audiences of over 165 million consumer profiles across premium digital, online video, and connected TV environments. Real Voices. Superior Advertising. Thriving Media.
