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CASE STUDY: WKD gauge brand perception using Blyk

Provided by Blyk UK
Blyk polls it's 18+ members for their views on latest WKD creative executions, pre launch date.

What was the Challenge / Background of the Campaign?

Background of campaign was that alcohol brand WKD were launching a new TV creative and wanted to identify people's views and perception of the ad creative whilst measuring spontaneous qualitative feedback.

What was the Campaign Objective?

To gauge perception of the WKD brand. Measure effectiveness of their latest TV activity. Increase brand affinity for the WKD brand amongst their target market. Complement WKD's other campaign activity.

What was the Solution?

Blyk ran two messages sent to two different groups of authenticated 18+ members. Mobile video of the WKD 'Man Flu' advert was sent via MMS. 15 minutes later recipients were asked what they thought of the ad. Members were then asked if they'd seen the Man Flu advert on TV (Research). Those that had were asked what they thought of it and those that hadn't were sent the clip by MMS. Both messages were sent between 4pm and 8pm; the 'Mobile video' was sent on a Friday & the 'TV research' on a Saturday. Messages sent when recipients would most likely be heading for a night out.

What were the Results?

The Mobile video was sent to 3000 authenticated 18+ members. 15 minutes later (when prompted) 14% of recipients told Blyk what they thought of the clip by SMS. The TV research: 30% of recipients responded, of which 16% had seen the TV spot. When asked what they thought of it, 82% responded again. This just shows effectiveness/efficiency of retargeting members who have engaged in dialogue. 84% recipients who had not seen it received the clip 15 minutes later and 34% then fed back on what they thought about it.

What were the Key Learnings of this Campaign?

Our members react really well to commenting on TV adverts. This also shows members willingness to engage in a longer conversation.

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k18-24 year old members profiled by demographic & location
16 - 24Female
Male
AB
ABC1
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESS
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