Comscore Social Brand Survey Lift - Dazed

Daze
Natalie Soutter
Natalie Soutter
Sales Director
Comscore
Maite Azkuna
Maite Azkuna
Senior Analyst, Marketing Content & Insights
Comscore
Dazed partnered with a leading global footwear brand to roll out an editorial-led advertising campaign, with strong cultural relevance, that extended into social environments. This new angle set out to measurably lift brand perception and purchase intent.

This case study underlines how the British publisher—with strong pull among Gen Z and millennial audiences—created value for the footwear giant by strengthening bonds with its target audience, validated by robust campaign effectiveness measurement on social.

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The Scenario

Dazed operates as a culturally relevant editorial environment, capable of driving affinity across social platforms by integrating brands within meaningful content.

The global footwear brand aimed to reinforce its positioning across the marketing funnel in a saturated trainers’ market, with a particular focus on influencing perception and purchase-related metrics.

The Solution

The brand launched a 360º campaign within Dazed’s editorial ecosystem, combining print, live experiences and digital activations, all aligned with the magazine’s tone.

Editorial content, physical touchpoints and city-specific experiences were extended into social environments, translating the same cultural narrative and audience connection.

Social played a key role in amplifying these experiences, bringing the campaign’s relevance to wider audiences and enabling measurable impact. This approach credibly integrated the brand into the editorial content and aimed to drive measurable impact across key funnel stages.

To assess its effectiveness, Comscore measured the campaign’s impact through a Social Brand Survey Lift study, providing a robust evaluation of its performance.

What Was the Impact? Social Brand Survey Lift Results:

Comscore measured the social campaign’s ability to propel behavioural shifts, delivering the results across awareness, consideration, purchase intent and advocacy such as:

Ad Recall

40% of exposed users (test group) recalled the campaign, a +19pts lift vs the no-exposed (control group). Additionally, 59% of those who recalled the campaign reported increased interest in the brand.

Source: Comscore Social Brand Survey Lift Study, Selected campaign: Dazed Media, Q8: Which of the following brands do you recall seeing sponsored advertisements with Dazed on social media in the past 30 days? = “The footwear brand” and Q9: After seeing the Dazed campaign on social media, has your perception of the “The footwear brand” changed? = Yes, more interested; Control N=250 and Test N=250, 17 March 2025 – 12 May 2025.
Brand Affinity

59% of the users exposed to the campaign expressed affinity with the brand, a +8pts lift vs the control group.

Source: Comscore Social Brand Survey Lift Study, Selected campaign: Dazed Media, Q7: To what extent do you agree or disagree with the following statements associated with “The footwear brand”? “The footwear brand” is a shoe for people like me = Very/Somewhat Likely; Control N=250 and Test N=250, 17 March 2025 – 12 May 2025.
Purchase Intent

55% of the group exposed to the campaign reported likelihood to purchase within the next six months, a +12pts lift vs control group.

Source: Comscore Social Brand Survey Lift Study, Selected campaign: Dazed Media, Q5: How likely are you to actually purchase from the following brands in the next 6 months? = Very/Somewhat Likely; Control N=250 and Test N=250, 17 March 2025 – 12 May 2025.
Recommendation

53% of exposed users would recommend the brand, a +6pts lift vs. the no-exposed and the highest increase among competing footwear brands.

Source: Comscore Social Brand Survey Lift Study, Selected campaign: Dazed Media, Q6: How likely are you to recommend the following brands to your friends or family? = Very/Somewhat Likely; Control N=250 and Test N=250, 17 March 2025 – 12 May 2025.