What You Love to Watch Campaign
OBJECTIVE
Traditionally, Nielsen data is collected by recruiting prospective panelists at their door. But because of the COVID-19 pandemic, the recruitment team at Nielsen had to pivot their business model. The recruitment team piloted a new method to recruit homes online via an eligibility survey, but our awareness research had previously shown that consumers didn’t know a lot about Nielsen. Along with our copywriter, creative director and campaign manager, I lead design for a new digital advertising campaign that would help increase recognition of the Nielsen brand and push prospective panelists to engage with our mail & email panel communications, with an ultimate goal of completing the panelist survey that determines if they are eligible to participate.
APPROACH
With the consumer mindset at the forefront, we had to shift our traditional B2B tactics for creative that would engage the average consumer who might not be familiar with Nielsen. Nielsen is most known for their TV ratings, so our team decided to connect with the consumer by using references to popular TV shows that Nielsen measures. Once consumers could connect the Nielsen brand with their favorite TV shows, they presumably were more likely to take interest in becoming a panelist and filling out the eligibility survey.
ROLE
Art Director
Full Ad Reel
Click play to view ad reel.
Production of Ads
Digital ads were produced for Facebook, Instagram, YouTube, Google Display Network (GDN), and Gmail Sponsored Promotions.
Art Director: Kaitlyn Misovski
Copywriter: Vanessa Machir
Illustrator and Storyboard Artist: Grace Lee
All work completed while employed at The Nielsen Company.