As part of the Social Media Summit in Engelberg, the Brand Lift study, carried out by 20 minutes in partnership with the social marketing agency Furthur and Meta, was presented for the first time. The results clearly show: authentic storytelling with credible content creators is more effective than traditional social ads.
For the study, two clients – PET Recycling et Chicorye – compared their classic social ads to social storytelling ads, specially designed by the commercial publishing team in collaboration with 20 Minuten’s clients and content creators. One test group saw the classic ads, another the 20 Minuten storytelling ads, while a control group saw no ads. Next, users were briefly asked about their perception of the PET Recycling and Chicorée advertisements.
The objective of the study was to determine whether 20 Minuten succeeds, through authentic brand storytelling, in creating a stronger connection and better ad recall among the target audience compared to conventional social ads created by customers themselves. -themselves.
The results show that content from 20 Minuten creators outperformed conventional advertisements in terms of Brand Lift. 20 Minuten’s storytelling formats generated an 8 percentage point increase in recall among the target group, compared to 6.8 points for traditional advertisements. The 20 Minuten content for Chicorée also obtained an exceptional Brand Lift of 18.5 points, compared to 11.9 points for classic Chicorée advertisements. For both clients, ad recall increases were significantly higher than industry benchmarks according to Meta.
Mehmet Inan, Chief Commercial Officer of 20 Minuten, said: “The Brand Lift study, which we carried out for the first time in this context, impressively shows the effectiveness of professional storytelling content formats. And this, with lower costs per interaction. »
Those responsible for carrying out the Brand Lift study were: Priscilla Brumm (Head of Social Media Advertising), Nicolas Bernauer (Key Account Manager Social Media) and Sepideh Baradaran (Key Account Manager) at 20 Minuten, Dominik Lämmler and Alice Talotti (both co-founders) for Furthur AG, Sharon Lehmann (Marketing Communications Director) for PET, and Pascal Weber (Co-CEO) of Chicorée.
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