Performance analytics and post-campaign evaluation for the Canadian Young Farmers' Forum (COYF) national recognition campaign. My role: measure how the "We See You" platform performed against the previous "Flip the Narrative" baseline, model the nomination funnel from impression to entry, and report on what worked — by channel, by region, and by audience cohort.
The agency behind "We See You" had replaced a two-year-old campaign ("Flip the Narrative") with a brand-new platform built around nomination. CYFF needed an independent analyst who could measure, fairly and rigorously, whether the new creative was actually outperforming what came before — and where the lift was coming from.
The performance question wasn't only "did it work?" — it was which channels, which regions, and which audience cohorts drove the lift?
I built the campaign's measurement spine around the nomination funnel: impression → engagement → nomination form view → completed nomination → confirmed entry. Every channel — hero films, partner toolkit traffic, earned media — was instrumented and attributed against that funnel.
I also benchmarked the new campaign against the final months of "Flip the Narrative" using a like-for-like window, so the board could compare apples to apples across creative platforms — and so future campaigns have a defensible baseline.
Watch-rate, view-through, and engagement benchmarking across the three hero pieces (cattle, apple, canola) and their vertical / square / landscape cutdowns — segmented by platform and region.
UTM-tagged tracking of every partner toolkit asset — measuring which provincial partners and commodity boards drove the most qualified nomination traffic.
The full funnel from asset view to completed nomination, with attribution to source creative, channel, and partner — and a drop-off analysis to flag friction points for the agency to optimize mid-flight.
The new creative outperformed the "Flip the Narrative" baseline on every engagement metric measured. But the more useful finding was the unevenness underneath the headline: partner-driven traffic converted to nominations at materially higher rates than paid social, and one regional cohort drove a disproportionate share of completed entries.
Those findings shaped how CYFF is allocating media for the next program year — more partner co-marketing, tighter creative testing, and a region-by-region budget split.
A measurement plan and KPI tree built before launch, a unified weekly dashboard pulling from social platforms, partner UTMs, and the nomination form, mid-flight optimization read-outs, a like-for-like comparison against the previous campaign, and the final post-mortem deck the COYF board now uses as the template for evaluating every future program.