Our work

Measuring the impact of experiential marketing campaigns

Brands investing in experiential activity needed clearer evidence of what those campaigns were delivering, from immediate consumer engagement through to longer-term brand impact.

2CV partnered with leading brands across technology, fashion, sport and beauty to develop a robust framework for evaluating experiential effectiveness, helping clients understand where investment created the greatest value and how campaigns could be optimised for stronger commercial returns.

Sector: Marketing & Media
Market: UK & International
Expertise: Experiential Research, Campaign Measurement, Brand Effectiveness

Experiential marketing was attracting significant investment, yet many brands lacked clear evidence of its effectiveness.

Clients needed to understand not only whether activations were engaging consumers, but also how they influenced consideration, trial, loyalty and broader brand perceptions.

The challenge was to build a measurement approach capable of demonstrating the true value of experiential activity and informing future investment decisions.

Our approach

We developed a flexible research programme combining face-to-face intercept surveys and vox pops, enabling rapid deployment across a wide range of activation environments.

Our work included:

  • Quantitative evaluation of consumer responses during live events
  • Qualitative feedback to understand emotional and behavioural reactions
  • Cross-category benchmarking across technology, fashion, sport and beauty activations
  • Consistent measurement of campaign performance against strategic objectives

This enabled clients to compare performance across activations and identify the factors driving the strongest outcomes.

The Results

99% Enjoyment

Activations consistently generated highly positive consumer experiences

93%

Campaigns created strong emotional connections and advocacy

85% Behavioural impact

Consumer reported being willing to go out of their way to engage with activations, driving trial and consideration

The bold decision

Rather than measuring success engagement metrics alone, we developed a bespoke experiential measurement framework focused on three distinct dimensions of impact:

  • Personal impact – creating memorable, enjoyable and shareable brand experiences
  • Behavioural impact – driving consideration, trial, repeat purchase and loyalty
  • Reputational impact – strengthening long-term brand equity and recognition beyond the event itself.

This holistic approach provided a more complete understanding of experiential effectiveness and its contribution to brand growth.