Agency: BMP DDB Needham | Author: Rachel Hatton |
National Dairy Council - The Riddle of Twin Peaks
INTRODUCTION
This is a paper about how we have managed to gain new insights into the way a campaign works by looking at our data in a new way: by focusing on how behaviour (children's milk drinking) responds to increased exposure of each execution (cumulative TVRs). This led us to discover an interesting new phenomenon which we have dubbed 'twin peaks'.
Since BMP took over the National Dairy Council's advertising in 1989, we have run a specific campaign to encourage children...