Creator & Cultural Activation Measurement
Starbucks
NestleConnected creator, earned, PR, organic social, and cultural activations to incremental sales, perception lift, and cross-product halo effects.
Challenge
Nestlé needed to understand how PR, creators, earned media, organic social, campaign moments, and cultural activations contributed to both sales and brand perception metrics like Trust, premiumization, and cultural relevance. Conventional measurement could not separate media-driven lift from negative news cycles, seasonality, distribution, or broader market volatility.
Approach
Applied a regression-based CM3 time-series model using 3+ years of weekly data. The model controlled for paid media, distribution, seasonality, macro events, and negative news while estimating incremental sales and perception lift by channel and campaign. It also measured halo effects between coffee and creamers.
Impact
The work showed organic creators were a strong driver of sales and perception shifts. Culturally resonant activations improved Trust, premiumization, and cultural relevance. In H1 2025, the program delivered a $1.62 Return on Ad Spend for coffee and $1.43 Return on Ad Spend for creamers, outperforming benchmarks.
Selected slides
A closer look at the work
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