Haleon measures brand impact of digital ad campaign in-flight

As a science-led global healthcare company, Haleon’s purpose is to help people do more, feel better, and live longer. To build and promote their Advil brand in the US, Haleon was looking to run a digital advertising campaign. What the Haleon team really wanted to understand from this campaign was how its elements (format, creatives, audiences) were performing, so they could determine how to optimize their digital advertising and increase market share.

Zappi gave the Haleon team the insight they needed to see how the campaign performed against brand consideration and other brand metrics. They were able to analyze which formats and creatives performed best.

Some key learnings included:

• Video ads were over five times more likely to drive brand consideration than animated display ads

• Their product-focused ad was the clear winner vs. their brand-focused ad

• Younger audiences responded more favorably than older audiences