Evaluating the effect of an ad on brand perceptions, Kenco: Coffee vs. Gangs, facial coding and IRT

The brief:

Evaluate the impact of Kenco’s ‘Coffee vs. Gangs’ campaign on consumer perceptions of the brand, with a focus on the brand purpose of ‘doing good’ in society.

Our solution:

We used a test and control approach incorporating facial coding and IRT.

Key insight:

The advert had the desired uplift on explicit brand perceptions among all consumers – However IRT revealed that not all consumer segments were actually convinced by this argument.

The impact:

This case study highlighted that additional messaging would be needed to convince one consumer segment that the brand truly meant what it said and that it was a force for good.

Approach:

Learn more about Implicit Reaction Time (IRT)

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