Case Study: Ad Council drives consumer insight and campaign impact with Alpha

Keeping a Pulse on Consumers is Product Management

Ad Council, the nonprofit behind public service announcement campaigns, needed a better way to keep up with rapidly changing consumer attitudes, social trends, and media habits. As the organization evolved its digital product management approach, it wanted deeper, more current audience insight to ensure campaigns stayed relevant and user-centered.

Alpha helped Ad Council refresh its understanding of the cultural landscape and inform ongoing research, experimentation, and persona development. By building user insight into the full campaign lifecycle, Ad Council improved its ability to design empathetic, consumer-centered experiences and strengthen its culture of testing and iteration, though no specific quantitative results were provided.

Ad Council

Anastasia Goodstein

Senior Vice President, Digital Services/Product Manager