Lift or Echo
Seal what a campaign should move; markets it never reached decide if it did.
The job
Seals, before a campaign, sponsorship or event goes live, what it should change in public and customer comments and in which markets. Afterwards, compares it with similar markets it never reached to separate real change from mere buzz. It only measures.
The moment
The CMO brings the board the agency's slides claiming 48 million impressions for a celebrity ambassador. The goal sealed eight weeks earlier was 25% more destination mentions from that market.
The market the campaign reached rose 31%, but similar markets it never reached rose 29%. The holiday season, not the ambassador, caused the rise.
Most campaign talk, 84%, was about the star's outfit; 6% was about the destination and 2% about plans to visit. It is stamped echo only.
A cheap explainer on entry requirements that nobody boasted about is stamped as real lift, up 18% against similar markets. The agency's next proposal opens with its record: 1 of 6 sealed claims held.
What it does
- Seal a campaign brief
- Stamp a verdict per metric
- Open the posts behind any mark
- Route an exposed-market service friction
- Send the verdict pack
What you see
A sealed brief with a wax seal and minimum detectable lift, a twin-line race with a control strip, an Echo Meter that fills while the analysis runs, rubber verdict stamps, and a partner Claim Credit ledger.
What it moves
The share of campaign spend with a clear verdict set in advance, and each partner's track record: claims that held out of claims sealed.
Built for
- Marketing, brand & comms
- CX leaders & VoC
- Partners & ecosystem
- Executives & leadership
