ATTN:

Business Challenge 

The company has a young audience that is focused on social awareness and global issues. They needed a way to test and measure effective marketing, brand, and advertising campaigns but found the availability of audience insights from social media platforms had become increasingly limited. Subsequently, they were lacking the tools required to get in-depth, authentic insights. This had a direct impact on their brand and partner activations. As such, ATTN: needed a platform they could leverage with advanced measurement tools.

Solution

ATTN: partnered with Alida, which provided them with the advanced measurement tools they needed packaged in a simple-to-use platform. After assembling a community heavily comprised of Gen Z and Millennials, they were finally able to effectively test and gather insights to boost their programs.

The insight community was one of their first formal steps into research. As a result of this program, they are better able to listen and capture the kind of insights that drive transformational change. They are also able to provide their partners with direct access to a hard-to-reach Gen Z demographic.

Through concept testing and a mix of qualitative and quantitative feedback, they were able to provide thought leadership on themes such as Sustainability, Diversity, Pride, and much more. For example, they found that 78% of respondents want companies to support LGBTQIA+ businesses. Additionally, 92% of people are willing to pay more for products that are sustainable. And for their retail partners, they uncovered that Gen Z are basing their purchasing decisions around brands that stand for something. A brand with purpose, values, and social cause will go a lot further than those resting on their traditional laurels.  

Results

The team continues to distribute valuable insights to help their partners make strategic decisions while delivering on key objectives and revenue targets. They have already brought thought leadership to brands such as TikTok, Hulu, Walgreens, and Amazon. 

Compared to a traditional ad hoc research approach, ATTN: has benefited greatly from their partnership with Alida. They are saving money, increasing the number and quality of their insights, mitigating decision-making risk, enhancing partnerships, unlocking whitespace opportunities, and increasing speed to market.

In addition, they have dominated their strategic niche with diverse younger audiences who care about the world’s biggest issues and who strive to make change. This has helped ATTN: secure bigger projects with brands who want to be part of the movement. Given the functionality of the Alida platform, they are now able to satisfy clients’ needs for more audience data beyond engagement and click-through rates. The ATTN: team is able to speak to how well content resonated and whether or not it impacted viewership, brand perception, or intent to purchase.  In fact, across all their activities, ATTN: has increased brand awareness by 11%, brand and message association by 32%, brand and product favorability by 15%, and purchase intent by 10%.

They started from scratch and within a few weeks they established a very engaged community where people feel comfortable, valued, and enjoy participating and providing feedback. ATTN: was able to accomplish a lot in 2021, providing value to top global brands, and they don’t plan on slowing down in 2022. Keep your eye on ATTN: and the progressive insights they gather that help drive the change of the future!