We helped Primal Pantry understand whether their Instagram posts were helping to recruit more purchasers into the brand.
Recruitment of Sample
We recruited two groups of 500, based on a UK Nationally Representative sample of age, gender, and location. We ensured that both groups had unique members, with no two individuals in both groups. Both groups were unaware of each other, and their status in the group. They did not know how many questions their would be or the specific nature of the questions. They didn’t know we would be following up the initial set of questions in the future.
Effectiveness Metric
We then simultaneously asked both groups the same question, specifically “Would you buy this product?” to be able to gauge purchase intent. We ask both groups at this stage to introduce a benchmark for both pre and post content exposure, as well as a control to any external factors such as news stories or competitor marketing activity.
We reported the results from both groups, demonstrating that both groups had no significant difference for Purchase Intent. This was re-assuring given both groups were representative of the UK population
Content Effectiveness
Example of Instagram content
We then showed only one of the groups a range of recent Instagram posts from the Primal Pantry’s own Instagram account. We showed these posts amongst other brands’ posts to replicate as much as possible the real-life experience of being on social media.
After a week, we then asked both groups the same question as previously “Would you buy this product?”. We wait a week to reflect real life as much as possible and to counteract the psychological impact of “recency”, which from our studies indicates a bias towards being more likely to think positively about a brand.
Final Results Of Social Media Effectiveness
Following the final round of purchase intent questions, we reviewed the results. The initial purchase intent across both groups when we first asked showed a similar level of intent, all within the statistical significance. The group that was shown the Instagram content, when asked the second time had no change in their purchase intent compared to before being exposed to the content.
When purchase intent was compared between the groups again there was no statistically significant difference between the groups, highlighting that the Instagram content was not driving sales during that period of time.
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