Breaking Through Walled Gardens: Harnessing First Party And Third Party Data to Unlock Actionable Social Media Insights

Volkswagen set out to boost brand likeability and consideration among car buyers and drivers, launching #YourWagen, a multi-channel campaign spanning TV, Digital, Social, Video on Demand (VOD), and Out-of-Home (OOH). But measuring effectiveness across these diverse media—especially within the walled gardens of social media—posed a significant challenge.

Unlocking Actionable Insights with Passive Measurement

To overcome this, On Device partnered with RealityMine, integrating our RealityMeter technology into On Device’s first-party panel. This innovative approach enabled passive tracking of exposures across platforms like Meta and TikTok, providing real-time behavioural insights that traditional survey-based methods couldn’t capture.

The Results: Proven Brand Lift Across Key Metrics

Through advanced segmentation and passive data collection, the study delivered groundbreaking results, including:

A +7 percentage point increase in brand favourability
A +4 percentage point increase in consideration and purchase intent
A +9 percentage point rise in prompted awareness on Instagram and +6 percentage points on TikTok

These insights provided Volkswagen with a clear, data-driven view of how each channel contributed to brand lift—without reliance on self-reported data.

See the Full Impact

Download the full case study now to see how RealityMine’s cutting-edge technology enabled Volkswagen to optimise its media strategy and drive real results.

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