The client wanted to increase purchase intent and brand perceptions among ready-to-drink and fresh brewed tea drinkers for a new brand of iced tea beverages. To support this effort, the client also wanted to increase message association to drive interest in its new beverage, with a particular focus on more affluent consumers.
Microsoft Advertising developed a cross-network campaign strategy, which included static as well as IAB Pushdown ad units placed in key locations across MSN. The unique IAB Pushdown ad unit encourages creative storytelling by enabling high definition content such as videos, photos, animations, and applications through the use of “modules.” The campaign also included a home page takeover of the Today Show website and Today Show “Run of Site” placements.
The digital campaign improved awareness of the brand, intent to purchase the brand and brand perceptions, and outperformed CPG new product norms, ranking “above average” for brand awareness and purchase intent.
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