Project Description

The Challenge

Ad Council had three separate campaigns focused on Energy Conservation, inspiring invention, and nutrition and healthy living developed by its pro-bono agency partners. The Ad Council required its agency partners to make sure the messaging of the ad spots connected with the desired tween audience.

The Solution

We designed qualitative groups for each campaign to provide insights into message takeaway, likeability, clarity of message, suggestions for improvements and whether or not the tween audience felt the message was “for them.”

The Impact

It was determined that the spots worked overall but that there was a clear delineation of a portion of the energy conservation spot that seemed ‘for adults.’ KidSay delivered insights that allowed Ad Council, and it’s partner agencies to strengthen the message takeaway.