When reaching the Millennial consumer means optimizing media

THE SITUATION:
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Is it enough to win with Millennials by spending more and shifting media dollars to digital? Or do we need to entirely rethink our creative?

Our client, a Fortune 500, national property and casualty insurer, was struggling to reach a new market segment and wanted to pilot test the impact of a new, digitally-focused media plan, before rolling out nationally.

MAGID APPROACH:
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Isolate the effects of new media planning by controlling for every possible source of variation 

We were presented with a research design challenge that our client’s other partners were unable to solve. We developed an out-of-the-box approach that no one else considered – and it worked. Further, we focused not only on how to conduct the test, but also the organizational dynamics and what needed to be communicated in order to influence decision-making.

The engagement led to a clear recommendation and next steps for both media and creative strategy, endorsed by the highest levels of the organization.  

PROJECT DELIVERABLES:
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» Weekly test/control tracking of media effectiveness
» Media spend and reach data overlay analysis
» EmotionalDNA® creative analysis