Latitude is pleased to be a recipient of a 2015 Ogilvy Award for Excellence in Advertising Research for joint 360° campaign effectiveness research done with NBCU on behalf of the client Starbucks.

Objectives
The campaign sought to achieve multiple effectiveness goals by harnessing the power of a larger entertainment sponsor to shift consumer perceptions and elevate brand differentiation for Starbucks. The study successfully measured the impact of multiple platforms (TV, web, mobile and social), traditional media executions and custom integrations naturally tying in The Voice Coaches and Artists with Starbucks’ pro-social initiatives during its Global Month of Service.

“We helped NBCU go beyond traditional effectiveness measurement, exploring the added impact of branded content,” said Lead Strategist at Latitude, Andy Wiltshire, “In particular we uncovered how pro-social content (crucial for younger viewers) drove the success of the overall campaign.”

Methodology
This study measured traditional ad effectiveness but also fully captured consumer perceptions to show content, custom integrations and traditional media.

  1. Viewers were divided into phased platform exposure groups (TV only, TV + Online, Multiplatform, Social, etc.) and interacted with the Starbucks’ sponsorship of The Voice during episodes which aired during the show’s sixth season in Spring of 2014*
  2. Participants answered a battery of brand relationship questions, followed by questions about elements of Starbuck’s cross-platform sponsorship

*An identical screened group was surveyed on the same brand relationship questions prior to the launch of Starbuck’s campaign to serve as a baseline read against which to measure core brand metrics.

Outcomes
Ultimately, the study demonstrated traditional ad effectiveness, sponsorship halo and shifts in viewer perceptions toward the Starbucks brand, but also allowed for diagnostic comparison of traditional media to that of custom integrations specifically focused on nonbranded pro-social value.