The current state of the insights function headed into the new year
GET THE REPORTHaleon measures brand impact of digital ad campaign in-flight
Learn how Haleon was able to measure the brand impact of live digital ads by partnering with Zappi.
Key outcomes
Diving deeper into metrics that matter
Haleon gained a full view of how various elements of the campaign performed against brand consideration and other brand metrics.
Delivering success, at speed
Campaign performance results were in the hands of Haleon's stakeholders within a week (while campaign still in flight!)
The power to take action
Insights were in the hands of decision-makers to help them optimize before the campaign had run it's course, giving them the option to make necessary tweaks to make sure their campaign soared.
We planned a digital advertising campaign to build & promote the Advil brand in the US. We wanted to understand how format, creatives, audiences were performing, so we could determine how to optimize our digital advertising & increase market share.
OPPORTUNItY
Driving brand consideration with a digital ad campaign
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.
CONSIDERATIONS
Moving forward with purpose
Haleon used these learnings to inform planning decisions for the next Advil campaign. Based on these insights, they're planning to focus on digital video and product focused messaging for the brand.
Key results
In-depth insights that matter
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
