Use word of mouth to enhance impact

Integrating trnd campaigns into your media mix has been proven to increase brand awareness and purchase intention, doubling the effect of your traditional media activity.

Picture that says: "trnd makes online more effective: +142%. trnd makes TV more effective: +69%. trnd makes print more effective: +95%".

trnd increases brand awareness

27,563 consumers were asked* which media channel they remember for a specific brand/campaign (TV, Print, Online and Social Media). A percentage of these consumers were also reached by recommendations from their circle of friends (triggers through trnd campaigns), alongside TV, Print, Online and Social Media. Among those consumers who were reached by the trnd WOM campaign in addition to the other traditional and non-traditional channels, the positive effect on Brand Awareness was more than doubled.

Graph that shows the positive effect on Brand Awareness when TV, print, Online or Social Media is combined with a trnd campaign.

*Supported and unsupported survey. Products/brands from a large FMCG company.

trnd increases purchase intention

The impact on purchase intention is even more powerful. The right combination of “traditional” media channels and a trnd campaign boosted the increase in purchase intention up to four times. The combination of a targeted marketing message and credible recommendations from the circle of friends enables this increase in effectiveness.

Graph that shows the increase of purchase intention when TV, print, Online or Social Media is combined with a trnd campaign.

Study details and background:
Model type: Mixed (multi-level) fixed-effects model, per respondent. Direct effects and interaction effects (synergy) included in the model. Data: A series of large scale surveys (n = 27,563). Each respondent was asked about three different products. In each case, we obtained responses about media exposure and brand impression. Estimation algorithm: Maximum Likelihood. Researched trnd campaign format: “FMCG, Food & Co.” Rationale: Such a multi-level model (per participant) enables the estimation of generalizable effects when the sample is heterogeneous enough, without distortion from population effects. The large sample makes it possible to also estimate the effects of media combination, in addition to the direct effects of the various media types.

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