Comscore Social Brand Survey Lift

Condé Nast
Alida Spurio
Alida Spurio
Client Success Specialist
Sensemakers
Maite Azkuna
Maite Azkuna
Senior Analyst, Marketing Content & Insights
Comscore
In a highly competitive summer drinks market, Condé Nast Italy amplifies brand consideration for a Beverage Industry client through a social-only premium activation.

Discover how a targeted, social-first strategy across brand-aligned editorial titles and measured through qualitative insights, can drive meaningful outcomes. Below, we outline how the editorial publishing group, Condé Nast Italy, supported a Beverage Industry client in strengthening its positioning during a key seasonal moment and measured it.

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The Scenario

The Italian summer aperitif drinks market is highly crowded and fragmented, with numerous brands vieing for attention during peak seasonal moments.

In this competitive context, the Beverage Industry brand sought to reinforce its presence and elevate its brand perception and consideration by promoting a summer tour designed to associate the product with aperitif occasions.

The challenge was to stand out in a meaningful way through an authentic, premium approach aligned with their interests, supported by robust measurement to demonstrate the campaign’s impact.

The Solution

Condé Nast Italy activated a social-only campaign distributed across premium editorial brands with a distinct tone of voice and content style, ensuring consistency with editorial DNA while addressing complementary audience segments.

The activation was supported by high-impact social creatives and a Comscore Social Brand Survey Lift study, allowing the Beverage Industry client to assess the qualitative value generated in terms of brand perception and consideration.

What Was the Impact? Social Brand Survey Lift Results:

Comscore was able to showcase the publisher's social campaign impact on driving strong lifts in key funnel metrics, such as brand consumption consideration.

  • Before exposure—Control group results—, brand consideration was at intermediate levels, with 42% of respondents expressing a neutral opinion.
  • After exposure—Test group results—, perceptions shifted significantly toward positive sentiment.
  • Positive consideration increased from 37% to 63%.
  • +26 percentage point lift in brand consideration.