An analysis of the impact of the partnership with Married At First Sight on OFM.

The final episode of the latest season aired last May, and we also measured its impact. This allows OFM. to continue making targeted adjustments to the visibility, positioning, and effectiveness of the partnership based on multiple measurement points.

Our approach

For this study, we conducted a quantitative online survey. By opting for a quantitative approach, we were able to obtain representative responses and factual evidence to support the results. 

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

The questionnaire included both closed-ended and open-ended questions. This provided insight not only into brand awareness and brand associations but also into the underlying motivations and perceptions of the target audience.

Results

A campaign effectiveness measurement provides relevant insights into how your target audience perceives the campaign and what its actual impact is. For example, we gained insight into the level of brand awareness—including top-of-mind, spontaneous, and aided awareness—across various target groups.

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

Partnering with a ratings hit like *Married at First Sight* is one thing, but seeing in black and white exactly what it does for your brand is, of course, another. Markteffect developed a precise and effective 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 any future partnership even more effective and impactful.- 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!