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Discover How Volkswagen Used Cross-Media Brand Lift Measurement to Reveal the Drivers of Brand Love

Find out how Volkswagen used On Device's cross-media measurement to uncover the drivers of brand love.

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VW&PHD Cover

Overview

In a complex media landscape, measuring brand lift is challenging due to factors like walled gardens and audience overlap. On Device helped Volkswagen and PHD navigate this using cross-media measurement, uncovering what drove brand lift and sentiment, and offering insights to improve future media planning and ROI.

Campaign Vision

Increase Volkswagen's brand likeability and consideration by transforming mass-popularity and presence into brand love for Volkswagen.
Recruit the next generation of Volkswagen drivers, by celebrating the loyalty and enthusiasm of existing owners.

The Challenge

The YourVolkswagen campaign had the objective of increasing brand likeability and consideration among car buyers and drivers. The campaign's effectiveness needed to be evaluated across the following media channels:

The brand lift measurement aimed to evaluate how each channel influenced key brand metrics—awareness, consideration, and purchase intent—while assessing ROI for future planning. A key focus for Volkswagen was accurately measuring ad effectiveness within social media's walled gardens, using platforms like Meta and TikTok to reach younger audiences through impactful, high-reach formats.

Social

DOOH

VOD

TV

Our Results

Check out our results video below 

WANT TO KNOW MORE ABOUT US?

On Device is a trusted Brand Lift Measurement Partner

At On Device, we specialise in Advanced Brand Lift Measurement using passive exposure methodologies. Our PepsiCo & OMD case study shows the same approach applied to an always-on, multi-brand measurement programme.

Speak to our team to learn how quality Brand Lift Measurement can deliver clarity you can act on.

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