Case Study: Dentsu Aegis Network achieves rapid insight that 'Capitalize' ad strategy outperforms during COVID-19 with Toluna

Dentsu Aegis Network - Customer Case Study

Dentsu Aegis Network engaged Toluna to evaluate which advertising strategies worked best in Italy during the COVID-19 lockdown, testing three approaches (Go Ahead, Capitalize, Adaptive) to guide the advertising community. Using Toluna’s digital platform for ad testing, the study aimed to show how consumers perceived different pandemic-era messages and which communications would best support brands.

Toluna and Dentsu Aegis Network sampled 2,250 representative Italians, split into 15 groups, and measured four KPIs (ad liking, pandemic-context fit, brand perception, and consideration) over three days in field. Toluna’s research found the Capitalize approach scored highest on all indicators, Go Ahead also performed well, and Adaptive scored lowest; results were published in under two weeks so the market could quickly act on the findings.

Dentsu Aegis Network