Case Study: Overtime boosts brand lift and purchase intent with Knit

How Overtime measures its QSR Partner’s brand lift following branded content campaign

Overtime, a sports media company, partnered with a major quick-service restaurant (QSR) brand, later specified as Domino's, on a branded content campaign. Their challenge was to move beyond basic awareness metrics to prove the campaign's value and ROI. They needed to measure specific brand lift, purchase intent, and gather insights to grow their partnership, so they enlisted the help of Knit to conduct this research.

Knit implemented a quantitative and qualitative study of Overtime's audience that was exposed to the campaign. The solution involved surveying respondents and collecting video feedback to gauge campaign influence. The results delivered by Knit showed a significant lift in key metrics, including a 78% increase in top-of-mind awareness and a 20% increase in purchase intent for Domino's. These insights, along with qualitative validation, enabled Overtime to demonstrate clear value and secure the expansion of their partnership.

Overtime

Jamie Peacock

VP of Marketing & Sales Strategy