Case Study: BuzzFeed boosts intent by over 20 percentage points on Facebook and Instagram with CitizenNet's Branded Content Polling

Buzzfeed’s Branded Content Increases Intent by Over 20 Points on Facebook and Instagram

BuzzFeed needed a reliable way to prove the business impact of its branded content on Facebook and Instagram for partners, but many campaigns didn’t meet Facebook’s brand lift spend thresholds and reliance on engagement or impressions wasn’t sufficient for mid-/upper-funnel goals. BuzzFeed partnered with CitizenNet, using CitizenNet’s Social Ad Stack for Media Companies and Branded Content Polling solution, to measure intent lift for a paid streaming-service partner without the cost of a full brand lift study.

CitizenNet implemented a split-test using a Stories sticker poll—comparing an exposed audience (viewers who watched ≥50% of the ad) to a holdout—and asked “How likely are you to watch X video?” (Likely/Unlikely). The exposed group returned 59.3% “Likely” versus 38.6% in control, a 53.6% lift in intent; CitizenNet’s approach also produced custom audiences for optimization and provided editorial and targeting insights for BuzzFeed’s partners.

BuzzFeed