On January 9, 2020, Facebook launched a Brand Health Check test for the very first time, for AXA Luxembourg. What is the purpose of the Brand Health Check test and how does it work?
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What is the Brand Health Check test?
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The Brand Health Check is a 15-day study designed to provide insights into a brand's competitive landscape and brand awareness in the countries of your choice. More specifically, Facebook offers to run a survey with the goal of gathering information on how a brand is perceived by its target audiences, particularly in relation to its competitors. At datashake, based on the studies we've run for our accounts, we've observed that the questionnaires are typically served to a panel of 1,000 to 1,500 users.
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How is the study conducted?
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The first step is to define a target audience that is broad enough. More specifically, the goal is to reach all people over 18 who are eligible to purchase the product. The audience can then be refined using 3 criteria: gender, language, and country.
The questionnaire is then served to users within the target audience. Each user receives the questionnaire only once. The questions cover three main themes: brand awareness, brand familiarity, and brand positioning relative to competitors. The questions appear like this in the news feed.
The three questions asked in the survey are as follows:
- Have you ever heard of this brand? Possible answers: Yes, No, Not sure
- How familiar are you with this brand? Possible answers: I know this brand very well, I know this brand fairly well, I know this brand a little, I've only heard the name of this brand, I've never heard of this brand
- Which brands come to mind when you think of this product? Possible answers: The name of the brand being studied, Competitor #1, Competitor #2, Competitor #3, None of these brands
In a third step, Facebook analyzes the brand's awareness across the different target audiences, then delivers a final report with specific recommendations for improving brand awareness among the target audience.
What results can you get?
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For each question asked, Facebook first provides an overall report with a percentage breakdown for each answer.
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Facebook then provides a more detailed breakdown of answers: by gender and by age group.
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What are the benefits of the Brand Health Check?
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First and foremost, the Brand Health Check is free: the study involves no additional cost and does not require creating new campaigns, unlike the Brand Lift test, for example. In addition, campaigns currently running are not affected by the launch of this study.
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It's also worth noting that the study requires very little effort from the brand in question. Only a few elements need to be provided: the product category being sold, a list of three competitors, the targeted gender, the target country, and the language.
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Finally, the Brand Health Check study delivers personalized reports, in-depth demographic analysis, and specific recommendations for improving brand awareness.
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One important caveat: a Brand Health Check study can only be conducted as part of an engagement with a Facebook Premium Partner certified agency.
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Want expert guidance on your Facebook Ads strategy? Don't hesitate to reach out!
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