Summary

Marketing Challenge: How can we inform key stakeholders on what AFPM is, what its members produce and how those products positively influence consumers' daily lives?

Methodology:

  • Quantitative tracking survey
  • In-person focus groups
  • In-depth interviews

Insight Discovered: AFPM's target audience doesn't understand them, and they can't trust what they don't understand.

Creative: To address this challenge, Edelman Intelligence provided research that informed a multimedia ad campaign to drive brand awareness, favorability and trust among AFPM's audiences in the D.C. metro area. The ads were deployed in a multi-channel, paid media strategy — including print, digital display, terrestrial and internet radio, YouTube video, streaming TV, news aggregators and morning newsletter ads.