Partnership Overview

Learn how Overtime went beyond measuring just brand lift to identify purchase intent and campaign improvements to grow its partnership with a major QSR brand with the help of Knit

Partnership Overview

As part of its core brand activation offering, Overtime partnered with a major QSR brand to create content promoting the brand’s rewards program, through OT’s Branded Content Campaign.

In order to prove value, ROI, and expand its partnership with the QSR brand, Overtime approached Knit to go beyond measuring just awareness generated through its campaign, by also exploring Overtime’s influence on audience purchase intent for the QSR brand’s newer offerings.

The results of this quant and qual study hoped to reveal key campaign effectiveness metrics alongside VOC Video Showreels to capture authentic campaign reactions for those exposed through the activation.

In order to efficiently measure the QSR brand's campaign impact on Overtime’s audience’s, each respondent was asked to:

- Identify pre/post QSR brand awareness, associations and purchase intent
‍
- Qualitatively share opinions on the QSR brand – to gauge campaign influence
‍
- Provide qualitative video feedback on their favorite QSR brands and their influencing factors, the impact of rewards programs, and suggestions for future activations for this specific QSR brand

339

Total Respondents
(Overtime followers exposed to QSR brand Campaign)

4

Day Turnaround
(Study Design > Report)

141

Voice of Consumer Videos Collected

In order to effectively deliver actionable insights to the Overtime team, Knit delivered on a significant quant + qual respondent pool in a matter of days.

Study Impact

Through the quant & qual research, Knit uncovered 4 key insights to help enable the Overtime Partnerships Team:

  • Significant increases in awareness and purchase intent through Overtime’s creative:
    • +78% Significant Lift in Top of Mind Awareness
    • +20% Significant Lift in Purchase Intent
  • Alignment in Overtime’s audience with the QSR brand’s Rewards Program goals:
    • 82% are Current Members or Likely to Join the QSR brand’s Rewards Program
    • 81% are Likely to Recommend the QSR brand
  • Qualitative validation aligning campaign messaging with respondent purchase journeys
  • Qualitative feedback on campaign creative to influence and improve further activations
Knit | How Overtime is Winning with Gen Z through Quickturn Quant/Qual | YMS NYC – March 2024 - YouTube

Jamie Peacock, VP of Marketing & Sales Strategy at Overtime, sat down with Knit CEO & Co-Founder, Aneesh Dhawan, to discuss how Knit is enabling Overtime to get quickturn quant/qual insights from its audience to better enable its content and partnerships functions.

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