Brand awareness survey forHolla Advocaten

In the #dekoplopers campaign, swimmer Maarten van der Weijden (and, in the previous series, top hockey player Robert van der Horst) engages in conversation with 'the frontrunners' of Dutch business in a series of videos. These personal and inspiring videos were intended to create greater brand awareness for Holla Advocaten and position the law firm as a prominent player in the market.

In order to develop its multi-year strategic marketing plan and monitor the objectives of the #dekoplopers campaign, Holla Advocaten is seeking insights into its brand awareness and brand strength in the Eindhoven and 's-Hertogenbosch region among purchasers and/or those responsible for legal advisory services.

Online questionnaire

In 2016, Markteffect conducted a baseline measurement for Holla Advocaten's brand strength and brand awareness study. This measurement was repeated in 2017 (first measurement) and 2018 (second measurement) to provide insight into the campaign's effects. An online questionnaire administered to the target audience offers insights into the developments in Holla Advocaten's brand awareness and image. Additionally, Holla Advocaten's position relative to its main competitors is mapped out.

Campaign effect

An evaluation of the various campaign components provides insight into the effect of the campaign on the various KPIs measured in the questionnaire.

The brand strength survey was the starting point for our successful #dekoplopers campaign. We devised this campaign based on the results of the research. Follow-up measurements show that Holla Advocaten's brand awareness has improved significantly and that we have positioned ourselves as a prominent player in the market. The icing on the cake was that our #dekoplopers campaign won the B2B Marketing Award in March 2018!"
Liesbeth van Zeeland, Marketing & Communications Manager, Holla Advocaten

Insights into brand strength and brand awareness

This research provides Holla Advocaten with insight into the developments (over the years) of its brand strength and brand awareness in relation to its main competitors and the effect of the campaign on this. Based on these results, Holla Advocaten can adjust its efforts to achieve its marketing objectives.