The Challenge: A fast-food restaurant chain wanted to reach the right audiences where they are already highly engaged – on social media. The goal was to drive brand and ad recall within two days of seeing an ad.
Our Response: Acxiom strategists looked at the brand’s goals and audience and created a custom audience leveraging our predictive Audience Propensities® models, InfoBase® characteristics and Personicx® segmentation. The campaign creative was also data-driven, including unique product attributes and quality messaging to improve ad recall.
The Impact: The brand tested several audiences in this campaign and found Acxiom data was the top performer in ad recall with a lift of 12% vs. competitors at 8-10%.