Ad Council Achieves Research Success with the GED Achievement Mobile Survey

Goal

Drive completions for an InsightExpress survey which measures the awareness of the Ad Council’s GED Achievement campaign.

Summary

Location-Based Targeting

To gauge whether the campaign’s message was reaching the intended audience, the Ad Council partnered with Millennial Media to target low income areas and reach adults in their 20’s and early 30’s who have not finished high school.

Engaging Creative

From within the creative, consumers could enter a $250 drawing as an incentive to complete the Ad Council survey.

Cross-Platform Messaging

By running creative across all major operating systems reach was optimized.

Results

• The initiative nearly doubled the Ad Council’s goal of survey completions, and provided an innovative methodology to assess the campaign’s impact.

“The Millennial Media team understood our challenge of hitting a difficult to reach demographic. The team was able to create a strategy, and execute the solution to help us understand the reach and the impact of our GED Achievement campaign.”

Angela Hui, VP Digital Media, Ad Council