Case Study: The Ad Council improves vaccine hesitancy measurement with Lucid Impact Measurement by Cint

The Ad Council Uses Lucid Impact Measurement to Gauge Vaccine Hesitancy Among US Audiences

The Ad Council, a national nonprofit organization, faced the challenge of combating COVID-19 vaccine hesitancy across the US. Their goal was to inspire confidence and move the needle on vaccinations through a major communications initiative, but measuring the campaign's effectiveness on audience attitudes was complex. To address this, they partnered with Cint and utilized their Lucid Impact Measurement product.

Cint provided the solution by surveying respondents to measure attitudinal changes in those exposed to the campaign. The flexibility of Cint's platform allowed the Ad Council to drill down into specific demographics and identify the most effective creative messaging. As a result, the Ad Council gained actionable insights, discovering a key "open but uncertain" audience and learning that "first step" creative generated a 2x greater lift among females. This data enabled them to reallocate their budget in real-time to optimize the campaign's impact.

The Ad Council