Branded content case studies “prove” effectiveness

The body tasked with promoting branded content has completed two case studies and will use the findings to promote the effectiveness of the medium.

The Branded Content Marketing Association (BCMA) secured cross-industry support to provide measurement for all forms of branded content activity through its Branded Content evaluation system (BCes) last November.

The first case study was commissioned by ITV to evaluate children’s show Farm Camp. The show was funded by Morrisons to support its “Let’s Grow” initiative and the accompanying campaign targeted both parents and children. The BCMA analysed four elements – the programme, promotional trailers, the website and press ads.

The BCMA was able to measure each individual element of the campaign and how different elements of the campaign worked together. For example, of those in the test group who saw one episode of Farm Camp, their association of Morrisons with Let’s Grow increased by 24% compared to those in the control group.

A second case study evaluated HSBC’s campaign targeting high net worth individuals that included a two-minute clip on CNBC called “Alternative Investing” during editorial time together with a branded online guide. Over two-thirds of the test group recorded positive reactions, with 67% saying “I’d like to see more of this type of thing in the future”.

Andrew Canter, BCMA managing director and CEO of Contentworx, says: “The BCes has finally given us the evidence the industry desperately needed that branded content is a powerful marketing solution. It gives marketers the accountability and decision support system they require to sign off branded content campaigns.”

The BCes was developed by Contentworx with OTX and Pointlogic.

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