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 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:
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.
59% of the users exposed to the campaign expressed affinity with the brand, a +8pts lift vs the control group.
55% of the group exposed to the campaign reported likelihood to purchase within the next six months, a +12pts lift vs control group.
53% of exposed users would recommend the brand, a +6pts lift vs. the no-exposed and the highest increase among competing footwear brands.