Grayling × RedMart (PR/E-commerce) – Singapore

Proving PR Impact with Data:

How a PR & E-commerce Team Tracked Brand Uplift Using Omnibus

Challenge
An e-commerce player and its PR agency partner set out to increase visibility and credibility for a house-brand grocery line—a key pillar in the platform’s long-term growth strategy. As part of a new campaign focused on building consumer trust and preference, the team needed to quantify whether their communications were moving the needle.

Their goal wasn’t just to run a campaign—it was to measure real, data-backed impact in two areas:

1. Brand recognition – Were more consumers aware of the house brand after the campaign?
   
   
2. Purchase consideration – Were they more likely to buy it?

But to do that, they needed to track perception over time, not just after the fact. With tight budgets and timelines, they needed a solution that was agile, credible, and cost-efficient—without the complexities of a full brand tracker.

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Approach
We implemented a two-wave brand lift study through our weekly Omnibus survey, allowing us to compare pre- and post-campaign sentiment in a simple, structured, and reliable way.

Each wave included the same two targeted questions:

• Q1: “Have you heard of this grocery brand?”
  
  
• Q2: “How likely are you to purchase from this brand in the near future?”
  
  

Wave 1 was launched just before the campaign, capturing a baseline. Wave 2 followed immediately after, offering a clean, apples-to-apples comparison.

By embedding these questions into our active Singapore Omnibus runs, we eliminated the need for custom sampling and setup—delivering fast, actionable insights across a nationally representative audience.

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Outcome

• A measurable uplift in both brand recognition and purchase intent, directly tied to campaign activity
• Powerful proof points for the PR team to demonstrate value and justify future investment
• Clear consumer feedback that guided next steps in communications strategy and brand positioning
•  A lightweight, efficient research solution that delivered impact without delay

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Why it worked:
By combining the flexibility of Omnibus with a simple, repeatable question design, the team gained a clear view of how communications were shaping perception in real time. It’s a perfect example of how modern PR and brand teams can turn campaigns into measurable wins—without waiting weeks or draining budgets.