Case Study

Beverage Company Touts Labeling Initiative to Policy Makers and Advocates

Human Values Targeting Campaign Reaches Audience that Indexes 47% Higher on Key Attributes

Summary:
A beverage company embarking on a progressive labeling program wanted to educate key policy makers in DC and advocates in seven key markets on the initiative.

Resonate Networks’ Human Values Targeting identified and reached a highly-targeted audience, indexing 47% higher on attributes key to the campaign’s success.

Objective:

A beverage company wanted to support a progressive product labeling initiative with a corporate social responsibility campaign. The initiative clearly communicated calories on the beverage packaging, and the campaign’s objective was to underscore the company’s leadership position with Washington DC policy makers, as well as with influencers and advocates on nutritional issues in seven select markets.

Strategy:

Resonate Networks created a custom audience profile for the beverage company’s campaign using our proprietary Human Values Targeting methodology and database. Based on specific survey responses overlaid with demographic and behavioral data, the audience consisted of policy makers in Washington, DC, as well as people who vote and are highly engaged in political issues and elections in seven DMAs strategic to the campaign’s success.

Resonate Networks delivered premium placement on audience-specific ads to the sites with the highest concentration of the desired audience.

Results:

The campaign enabled the beverage company to reach more people within its target audience and with less waste. Compared to the internet population, the Resonate Networks audience indexed at 47% higher among Influential Voters, 34% higher among Informed Voters, and 25% higher among Invested Voters.

Additionally, the campaign indexed 10% lower on Non-Voters, meaning that fewer of the ad impressions were reaching an audience unlikely to contribute to the campaign’s overall success.