Gaming Company
Drawing a recommendation for the client based on engagement of audience with brand
challenge
An international games company, wanted to measure brand engagement among kids to determine ad effectiveness and perceptions. Post-campaign they needed to evaluate performance of creative assets to assess how well the content has performed pre and post campaign and understand product awareness through ad recall, message takeout and response to the creative.
OUR APPROACH
Fieldwork was conducted across two-waves: pre-campaign and post-campaign. The research focused on understanding engagement of audience to determine awareness, likeability, advertising recall, consideration, and overall purchase intent. The research also focused on understanding specific products and if post-campaign affected brand affinity. By assessing perceptions in relation to the competitive set we measured factors influencing brand preferences.
THE INSIGHT
When advertising to kids on social media, ensure compliance with legal regulations like COPPA to protect their privacy. Create age-appropriate content using clear, simple language and engaging visuals suitable for their developmental stage. Focus on positive, educational, and entertaining messages while avoiding deceptive practices.
OUR APPROACH
Fieldwork was conducted across two-waves: pre-campaign and post-campaign. The research focused on understanding engagement of audience to determine awareness, likeability, advertising recall, consideration, and overall purchase intent. The research also focused on understanding specific products and if post-campaign affected brand affinity. By assessing perceptions in relation to the competitive set we measured factors influencing brand preferences.
THE IMPACT
An in-depth recommendation outline was provided based on the research that showed how the campaign affected key metrics in terms of brand and range perception amongst the end consumer. Future campaign strategies were discussed, and optimisations suggested based on the results.
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