Running a Cost-Efficient Awareness Campaign Evaluation

How a Global Brand Used Brainactive and Syntheo to Validate Campaign Impact in Record Time

The Challenge:

A multinational consumer electronics company had just completed a multi-channel advertising campaign across five key markets: the US, UK, India, Brazil, and Germany. With millions spent across TV, YouTube, social media, and outdoor ads, the marketing team faced urgent pressure from leadership to prove whether the campaign actually increased brand awareness and recall.

Their internal marketing insights team needed answers to three questions:

1. Did the campaign reach its target audiences?
2. Was there a measurable lift in spontaneous and aided awareness?
3. What message resonated most — and with whom?

But they faced constraints:

• Tight timeline: They needed results within 72 hours.
• Tight budget: They had no room for traditional full-service pricing.
• High complexity: The campaign ran across multiple channels, cultures, and languages.

The Solution:

DataDiggers stepped in with a hybrid approach combining our Brainactive DIY platform and Syntheo, our AI-driven synthetic insight solution.

Step 1: Fast, Reliable Data Collection via Brainactive

Using Brainactive, the client team was able to:

• Launch five country-specific surveys within hours, using Brainy, Brainactive’s AI assistant, to adjust question phrasing and localize the questionnaire with instant translations.
• Target their precise consumer segment — urban adults aged 18–45 who regularly use tech devices — using MyVoice, our proprietary global panel network.
• Apply automated quality assurance protocols, including GeoIP, IPQS fraud detection, reCAPTCHA, and digital fingerprinting, to ensure genuine, single-identity responses.
• Visualize real-time data as it came in, spotting awareness lift trends even before fieldwork closed.

Step 2: Supplementary Insights with Synthetic Data from Syntheo

In markets like India and Brazil, targeting specific sub-segments — like first-time smartphone buyers in tier-2 cities — proved challenging due to limited panel availability.

To fill those blind spots, we activated Syntheo, which:

• Generated synthetic personas mirroring the target segments based on deep training data and regional behavioral patterns.
• Simulated likely awareness scores based on persona media consumption, engagement behavior, and cognitive biases.
• Provided comparative benchmarks against the live data to validate insights and suggest directional adjustments for future campaigns.

Step 3: Combining Synthetic and Live Insights

Our team helped the client merge findings into a unified dashboard:

• Spontaneous Awareness rose 17% on average in mature markets (US, UK, Germany).
• Aided Recall showed a strong correlation with social media exposure among younger urban consumers.
• Syntheo flagged an opportunity missed: rural digital consumers in Brazil, where the brand had high latent potential but minimal campaign penetration.

The Outcome:

Within 48 hours, the client had:

• A country-by-country awareness lift analysis ready for the CMO.
• Persona-level message resonance insights to improve future campaigns.
• A detailed breakdown of cost-per-insight, which was 63% lower than their previous full-service agency engagement.

Key Metrics:

• Survey launch to insights delivery: 2 days
• Cost per completed interview: 35–45% lower than average market rates
• Synthetic insights accuracy (vs real data): >90% predictive alignment

“DataDiggers didn’t just deliver fast data — they helped us validate our media spend, fine-tune our messaging strategy, and uncover hidden growth opportunities we would have otherwise missed.”
— Head of Marketing Insights, Global Consumer Electronics Brand

Why It Worked:

• Speed: Brainactive enabled instant study creation and fielding.
• Reach: MyVoice provided verified participants from five continents.
• Completeness: Syntheo filled gaps in hard-to-reach segments without compromising reliability.
• Cost-efficiency: The hybrid method slashed research costs by more than half.

About DataDiggers

Founded in 2015, DataDiggers is a technology-driven market research agency with a global footprint and a commitment to high-quality, actionable insights. Through Brainactive, Syntheo, Modeliq, and Correlix, we empower brands and agencies to test ideas, measure campaigns, and make smarter decisions — faster and more affordably.

We are ISO 20252:2019 certified, GDPR-compliant, and ESOMAR members. Our proprietary MyVoice panel spans 2M+ vetted members worldwide, backed by AI-powered data validation and deep profiling across 70+ dimensions.