The influencer marketing industry has been plagued by an obsession with vanity metrics—views, followers, and engagement rates—that fail to measure the real impact of influencer marketing campaigns. While these vanity metrics may look impressive in terms of campaign reach, they don’t translate into meaningful indicators of brand growth or sales.
In fact, influencer marketing campaigns optimized for brand lift can even outperform those optimized for sales. A 2023 Nielsen study found that influencer campaigns optimized for brand lift saw a 32% higher impact on long-term brand affinity than performance-driven campaigns. With brands constantly searching for ways to break through the noise and leave a lasting impression, finding ways to outperform the competition on brand lift is essential to success. According to data from influencer marketing measurement specialists This That, this is exactly where BENlabs excels.
A ThisThat benchmark report of brand lift studies conducted on behalf of various influencer marketing agencies shows that BENlabs’ campaigns set the standard for performance on brand recall, brand recommendation, sentiment / brand love, brand awareness, and purchase consideration.
BENlabs' Performance at a Glance
- Brand Recommendation: 20% lift on average (150% higher than ThisThat’s benchmark)
- Brand Recall: 18% lift on average (100% higher than benchmark)
- Sentiment/Brand Love: 12% lift on average (100% higher than benchmark)
- Brand Awareness: 11% lift on average (57% higher than benchmark)
- Purchase Intent: 6% lift on average (20% higher than benchmark)
The Data Speaks: BENlabs Leads in Brand Lift
According to ThisThat’s benchmark study, influencer campaigns orchestrated by BENlabs significantly outperform the competition across key metrics:
Community-Driven Success
BENlabs doesn’t just generate buzz—it builds communities, producing a 20% lift in Recommendation, which is 150% higher than the benchmark. Audiences are twice as likely to suggest the brand to friends and family.
Memorability Matters
BENlabs influencer posts result in an 18% lift in Brand Recall, making them 100% more memorable than campaigns from competitors. This means audiences aren’t just seeing content—they’re remembering it.
Changing Perceptions
BENlabs campaigns drive a 12% lift in Brand Love, improving consumer sentiment at a rate that is 100% higher than other agencies. When people feel more connected to a brand, they’re more likely to engage and remain loyal.
Long-Lasting Impact
The best marketing campaigns don’t just create a fleeting moment; they leave a lasting impression. BENlabs content outperforms competitive campaigns on this metric by 57%, driving a 11% lift in Brand Awareness, keeping brands top-of-mind well after the campaign ends.
Lower-Funnel Results
A key measure of success for any influencer campaign is whether it created a change in purchase intent. BENlabs campaigns drove a 6% lift on Purchase Intent, which was over 20% higher than campaigns from competitors on this key metric.
What Sets BENlabs Apart?
BENlabs takes an audience-first approach to influencer marketing, ensuring that its campaigns don’t just reach any audience, but the right audience. We view influencer campaigns as a tool for building brand affinity and long-term relationships, not just short-term conversions. While many influencer marketing agencies focus on reach or engagement, BENlabs prioritizes impact: pairing brands with creators who truly resonate with their audiences to ensure that brand collaborations drive brand affinity and tangible business results.
Marketers need to move beyond outdated KPIs and start measuring what truly matters. If you’re ready to take your influencer marketing strategy to the next level, learn more about how BENlabs can help you achieve your goals today.
