Understanding the effects of the partnership with Married At First Sight for OFM.

The final episode of the latest season aired last May, and we measured its impact as well. This allows OFM. to continue to focus on visibility, positioning, and effectiveness of the collaboration based on multiple measurement points.

Our approach

For this study, we conducted a quantitative online survey. By choosing a quantitative approach, we were able to obtain representative responses and factual substantiation of the results. 

In addition, we conducted an exposed versus non-exposed analysis. We compared people who had seen the campaign clips with people who had not seen them. We then looked at the effect this had on consideration, brand awareness, and the image of OFM.

The questionnaire contained both closed and open questions. This provided insight not only into brand awareness and brand associations, but also into the underlying motivations and perceptions of the target group.

Results

A campaign impact measurement provides relevant insights into how your target group experiences the campaign and what its actual impact is. This provides insight into the degree of brand awareness, both top-of-mind, spontaneous, and aided, within different target groups.

We also investigated what associations viewers have with the brand and to what extent these match the desired positioning. In addition, we looked at how the collaboration with MAFS contributes to the overall brand perception. These insights provide clear guidelines for refining future campaigns and further strengthening the brand.

A partnership with a ratings hit like Married at First Sight is one thing, but having it in black and white what it does for your brand is obviously another. Markteffect set up a sharp and effective impact measurement system for this. Not only are the results very positive, but we now also know what we still need to work on and how we can make a possible future partnership even more effective and better.- Albert Stek, marketing manager

Specialists who worked on this

Markteffect an independent research agency specializing in providing insights based on market research. This project was made possible by a team of expert professionals with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!