Save Up To $10,000 On Your Next Influencer Brand Awareness Campaign
Brand awareness campaigns are some of the most misunderstood initiatives in influencer marketing
AND funny enough, they’re the most FREQUENTLY DONE CAMPAIGN
More than 70% of creator marketing campaigns, are purely for building brand awareness.
However, brands often invest heavily in creators, launch campaigns with massive reach potential… and then measure success using the wrong metrics—usually sales.
So, if you’ve ever asked,
“Did this campaign actually work?”
—this guide will show you exactly what to track in an awareness campaign, how to track it, and why most brands get it wrong.
First, What Is a Brand Awareness Campaign?
A brand awareness campaign is designed to introduce your brand to new audiences, increase familiarity, and position your brand in the minds of consumers.
It is not primarily designed to drive immediate conversions.
And by conversions we means sales…
That distinction matters—because what you measure defines what you optimize.
And now that you know what brand awareness really is, the next question is….
What Should I Track in a Brand Awareness Campaign?
1. Reach & Impressions (How Many People Saw The Influencer Posts)
This is the most basic—and most important—awareness metric.
And this can be further split into:
The total reach (unique viewers) of your campaign, and
Total impressions (total views, including repeated view)
To track this, you can pull,
Creator insights (from Instagram, TikTok, YouTube analytics)
Campaign dashboards (if you’re using an influencer platform like Creator Gigs)
Or aggregated reports across all creators (currently deprecated on Creator Gigs)
But that’s not the only way to track your awareness. You can also track,
2. Brand Mention & Share of Voice (SOV)
This measures how much of the conversation around your industry your brand owns compared to competitors.
For example, how much of the share of conversation around the noodles market does “INDOMIE” hold?
Quite large?
Damn right it is, and
That’s because of their massive awareness campaigns!
To better track your brand mention, you can split it into:
Total volume of UGC content, tweets, social media posts, blog posts etc that are created about your brand, or that mention your brand and
The percentage of your own mentions vs competitors in your industry
How to track it:
For this, you’ll need social listening tools like brand24
Hashtag tracking
Competitive benchmarking reports
An awareness campaign is successful if multiple creators or your target audience talk more about your brand due to your creator collaborations.
3. Sentiment (How People Feel About Your Brand)
It’s not enough for people to see your brand—you need to understand how they perceive it, and an awareness campaign should make people feel some emotion (or sentiment) towards your brand
In this regard, you’re asking
Did the campaign result in positive vs negative comments about us?
What’s the tone of conversations people are having?
What are the audiences reactions to creators’ content
How Do You track it?
Manually review comments on influencer posts
Use social listening tools (e.g., Brand24, Sprout Social)
Categorize feedback into positive, neutral, or negative
An awareness campaign is successful if it can evoke the desired emotions out of your target audience.
4. Uplift in Branded Search
This tells you whether the awareness campaign made people curious enough to search about your brand.
What to track:
Increase in searches for your brand name on Google, TikTok, etc
Increase in search of variations of your brand keyword
How to track it:
Use Google Trends (compare before vs during campaign)
Google Search Console (branded keyword impressions)
Paid ads dashboards (search volume shifts)
Search behavior is a strong signal of intent. It shows your awareness campaign is moving people from passive awareness to active interest.
5. Brand Recall
Can people actually remember your brand after seeing the campaign?
That’s the real test of awareness.
There are two ways to track “brand recall”:
Unaided recall
For example do people think of your brand when they get asked a question like “Which brands do you remember that helps you with influencer marketing & hiring content creators?”
Aided recall (“Have you heard of X brand?”)
That’s questions like; “Have you heard of Creator Gigs Africa?”
But then, how do you track Brand recall?
You can run surveys (Instagram polls, email lists, or research panels)
You can create post-campaign questionnaires
Conduct quick audience interviews
If people saw your influencer awareness campaign but don’t remember your brand, your messaging didn’t stick.
Which Creators Are Best for Brand Awareness Campaigns?
Not all creators are equal when it comes to building awareness.
But these are the two you should prioritize
1. Niched Creators with Large Followings (500K+)
These kind of creators give you:
Strong audience trust
High engagement within a specific niche
More targeted awareness
They are ideal when you want relevance + scale.
2. Influencers & Celebrity Creators
These kind of creators give you:
Massive reach
Cultural relevance
Faster awareness spikes
They are ideal when you want broad visibility quickly.
Pro Tip:
In my opinion, the best campaigns often combine both,:
Celebrities for reach
Niche creators for depth and trust
And most importantly, focuses on creators who can create memorable adverts or content.
Why Most Brands Fail at Brand Awareness Campaigns
Here’s the biggest mistake:
Most brand owners run awareness campaigns… and measure them using sales metrics.
This leads to:
Wrong expectations
Poor campaign evaluation
Premature conclusions like “influencer marketing doesn’t work”
The Reality Is;
Awareness campaigns are top-of-funnel.
Their job is to:
Get attention
Build familiarity
Spark interest
Sales come later—through retargeting, nurturing, and repeated exposure.
In Conclusion
A successful brand awareness campaign doesn’t always show up immediately in your revenue dashboard—but it shows up everywhere else:
More people talking about you
More people searching for you
More people recognizing your brand
If you track the right metrics—sentiment, reach, search uplift, recall, share of voice, and mentions—you’ll have a much clearer picture of your campaign’s true impact.
And more importantly, you’ll make better decisions for your next campaign.