Objectives:
- A leading cloud-based SW company providing CRM and marketing automation services wanted to measure the effectiveness of a TV ad promoting a new social collaboration tool available to organizations using the company’s platform.
Methodology:
- The company aired 15/30 second spots during a Super Bowl game. 600 pre-exposure online interviews (1-4 days before) and 600 post-exposure (1-4 days after) among a mix of respondents from small to enterprise-sized companies. Respondents who didn’t recall the ad from the Super Bowl, viewed a forced exposure to the video.
Result:
- Measured a significant jump in awareness (4% to 12%), identified key messages for future campaigns (resonated strongly with 8 in 10 respondents).