Assessment of the impact of Meta advertising on Torchyn brand metrics

Objective

Torchyn is one of the most recognized sauce brands in Ukraine. In a highly competitive CPG environment and amid shifting consumer habits, it is crucial for the brand to improve digital marketing efficiency and optimize advertising investments while maintaining stable demand and sales growth.

Key project objectives:

determining the impact of Meta advertising

measuring the brand’s market position relative to competitors

Solution

To objectively assess the campaign’s effectiveness, it was important not only to reach the target audience but also to accurately measure the actual impact of the advertising on the brand.

We launched an advertising campaign using 3–4 creative variations tailored to the target audience.

Special attention was paid to the correct setup of the Brand Lift study. We ensured a clean separation between the test and control audiences by setting the required geo-targeting, audience parameters, and timeframes.

This approach maintained the integrity of the experiment and provided objective data on the actual impact of the campaign on key brand metrics.

Results

Based on the study results, the Torchyn brand generally achieved positive Brand Lift metrics:

Unaided Ad Recall (+4.1 pts) indicates a positive trend in user response to the advertising and correct audience targeting.

Preference (+2.8 pts) results show that the brand enjoys a strong level of audience trust compared to competitors. The majority of surveyed consumers prefer Torchyn.

Custom Lift (-5.2 pts) requires further detail for accurate interpretation of the results. Most survey respondents agreed that Torchyn stands out from similar brands, including people who had not seen Torchyn’s ads. This can be explained by the brand’s high level of baseline awareness and loyalty — the healthiest brand funnel in the market — as well as Torchyn’s presence across other communication channels.

Brand	Nestle Torchyn
Industry	CPG
Geography	Ukraine
Tools	Single-Cell Brand Lift Study