Case Study: BuzzFeed drives incremental brand KPI growth with Toluna

BuzzFeed boosts unaided awareness by 24 points with Toluna

BuzzFeed, a major online content provider, needed to prove to its advertisers that custom content on its social platforms effectively supported brand health. To quantify this, they partnered with Toluna to measure the impact of different ad formats and platforms on consumer perceptions of a partner brand.

Toluna deployed a custom methodology combining brand lift and creative performance evaluation. The solution measured key metrics like awareness and purchase intent by exposing respondents to ads in a natural environment. The study found that the campaign boosted unaided brand awareness by 24 points and improved key message association. Toluna's analysis proved that cross-platform content significantly increased KPIs, enabling BuzzFeed to better serve its advertisers and generate more revenue.

BuzzFeed