I exchanged the following email with a former colleague....agree ? Let me know..
Awareness vs preference campaign - "Do you have a good definition? I am confused, in need of some good advice"
Hi, it could be semantics [of the client] or a true ask so I suggest to use a tried and tested model of advertising.
Awareness will drive recognition/attention - if you are a brand that wants to get people to know you or what you do that's fine but it doesn't pay the bills.
Preference would be an activity that gets people to choose your brand, or at least have the brand amongst a considered set of competitors.
Hence in the AIDA model (Awareness, Interest, Desire, Action) - Awareness is the first step, with preference between Desire and Action.
So in summary, I don't think anybody really wants a brand preference campaign, they want a Brand Action campaign with metrics that clearly deliver against the need of the client.
I would align a definition of what success looks like before doing anything - that way you will know if million facebook fans is success or increasing sales by $10,000 per quarter... Hope this helps..