Evaluating the Impact of Meta Advertising on Brand Metrics with a Multi-Cell Test

Objective

Valentino is a premium fragrance brand within the L’Oréal portfolio, operating in the competitive luxury beauty environment. The brand’s focus is on the effective use of digital investments and a clear understanding of the communication impact on key stages of the consumer funnel.

Primary project objectives:

determining the impact of Valentino advertising in Meta within an experiment between the BAU audience and the test group
determining the return on investment in an audience that includes broader demographic settings
measuring the impact of advertising in Meta at different stages of the funnel

Solution

1) The Multi-Cell Brand Lift Study methodology was selected to evaluate and compare the impact of advertising across two audience groups: the Business-as-Usual (BAU) audience and the test audience.

2) The study was built on a clear demographic separation of audiences, ensuring reliable measurement and minimal overlap between groups. This approach enabled the isolation of advertising impact and a robust comparison of key brand metrics across both audience segments.

Results

The Multi-Cell Test compared men and women aged 18–45 with
a women-only control group.

While men achieved higher Ad Recall (+90% lift probability), likely due to greater reach, the control audience outperformed across all survey questions. Men also showed lower Recommendation and Purchase Intent scores, with the non-exposed audience demonstrating higher purchase intent.

The study confirmed Valentino’s strong brand awareness, driven by creatives featuring a prominent logo and clear visual brand cues.

Overall, the campaign resonated more strongly with women,
particularly those aged 18–34.

Brand	L’Oréal Valentino
Industry	CPG
Geography	Ukraine
Tools	Multi-Cell Brand Lift Study