Once upon a time, a famous gin brand launched a London-only marketing campaign. It was so successful that they reached half the population of the entire world.
Sound too good to be true?
Of course it was.
But did the reach and impression numbers support that claim? Via a campaign that focused only on a city of 9 million people?
Of course they did.
Which is why vanity metrics are such a dangerous thing.
So, how do you distinguish between vanity and sanity?…