The “earned effect”: How culturally salient campaigns drive effectiveness

Nigel Rahimpour

Campaigns deliver more impressive business effects and higher return on investment when they are culturally salient, according to research led by The Weber Shandwick Collective in partnership with the Institute of Practitioners in Advertising (IPA).

For marketers, the pressure to drive business growth has rarely been more complex, as budgets are squeezed and many categories face inflationary pressure.

One solution may be tapping into the power of earned communications – that is, media coverage or social conversations not paid for by businesses, but achieved organically through editorial content or consumer word-of-mouth.

This lesson emerged from an “Earned Effect” study undertaken by The Weber Shandwick Collective (TWSC) and the Institute of Practitioners in Advertising (IPA).

How the study worked

More specifically, this analysis – led by me, alongside Umair Malik, Director of Analytics at Weber Shandwick...

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