A health brand · short-drama marketing effectiveness
Reach is not memory. People who actually saw the drama can tell you whether the brand stayed with them.
Short-drama marketing is not only about exposure volume. Different dramas attract different audiences, and placement format determines whether a brand is remembered. The brand needed a follow-along research system that translated being seen into comparable drama appeal, brand recall, key-message memory and placement quality.
Every step reproducible
- 01ezTest
Target real valid exposure
Audiences reached by a drama for at least five seconds were prioritized, keeping the research close to the actual delivery environment.
- 02
Build comparable samples by drama
Valid viewers were collected for each drama with audience-profile quotas, preventing drama differences from being mistaken for audience differences.
- 03
Evaluate content and placement together
The research compared drama appeal, unaided and prompted brand recall, key-message memory, brand appeal and placement formats.
- 04
Output follow-investment and placement rules
Reusable rules were derived from drama subject, audience and placement form to guide future selection and content optimization.
- 8部 / 800人short dramas and valid viewers assessed systematically
- 22% → 46%unaided-to-prompted brand-recall performance
- 70.8%average recall for plot-critical-object placement
- 11–13天follow-along study cycle from audience pack to processed data