Weirdly awesome: How Trolli used real-time brand metrics to drive brand awareness

This case study examines how Trolli, the confectionery brand, used real-time measurement to optimise its digital 'Weirdly Awesome' campaign in the US.
  • Trolli rarely ran advertising campaigns and suffered low awareness, until 2013 when it launched its 'Weirdly Awesome' integrated campaign to drive awareness and sales among 13-17 year-olds.
  • Digital media was used to drive users to the Weirdly Awesome Tumblr page, and Trolli employed Nielsen Digital Brand Effect to measure and optimise brand lift in awareness in real-time.
  • Key takeaways include that marketers should use relevant brand lift metrics as well as measuring clicks and views, and different brand objectives will benefit from different levels of ad frequency....

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