- 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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