Following the 2017 holiday season, PayPal and their creative agency, Noble People, came to us to understand the efficacy of their holiday media campaign and its impact on PayPal’s brand.
To complete this study efficiently in one wave, we targeted 1,200 media-exposed (test group) and 1,200 non media-exposed (control group) consumers via digital cookie tracking. We included campaign effectiveness and brand impact assessment modules for PayPal’s entire holiday media plan: video, display, and social. We also used advanced analytics to uncover drivers of transactions with PayPal for each of their target segments.
The combination of behavioral and reported data along with our actionable insights shed light on PayPal’s next move: where to focus future media investment, which messages to keep and discontinue, and how to shape future ad copy and design.