• Find and reach two targets:
  • Mothers who are Brand advocates and who believe that childhood obesity is a significant societal problem.
  • Consumers who are highly engaged in politics and believe childhood obesity is a significant societal problem.
• Customize a “Brand Lift” study to move beyond measuring product awareness to determine what will shift consumer perceptions about the Brand’s commitment to health.

THE RESULTS
The campaign achieved significant lift for a product with established recognition numbers:

• 7% lift across all targets

The campaign delivered insights that showed how to transform non-believers into advocates.

• Non-believers need an opportunity to engage with Brand advocates who can testify to the Brand’s authentic commitment to childhood health.
  • Both groups are actively engaged online, suggesting opportunities for the Brand to create dialogue.