Quickly Determining the Best Ad for Gen Z
Challenge
To verify that their communications were on the right track with Gen Z consumers, a leading sporting goods and apparel retailer wanted to evaluate four TV ads among this audience. The co-branded ads featured products from one of their top athletic wear manufacturers.
Approach
M/A/R/C® employed its accelerated Ad Impact Measurement (AIM) solution to successfully determine the Activation Potential of the four ads. Activation Potential is a proven metric for understanding an ad’s ability to motivate the intended audience to act – a key element for in-market success.
Specifications:
- Monadic evaluation
- 8-minute online survey
- Among sporting goods, apparel, or footwear consumers, ages 18-27
- ~800 evaluations in total, ~200 per ad
Outcome
- In less than a week, M/A/R/C® was able to deliver results, which showed that one ad clearly outperformed the others on activating Gen Z shoppers, driven by a higher level of uniqueness.
- The winning ad was also rated highly on positively impacting perceptions of each brand involved.