Case Study: Dentsu Aegis Network identifies the most effective COVID-era messaging with Toluna

Dentsu Aegis Network identifies COVID-era messaging in 3 days with Toluna

Dentsu Aegis Network wanted to understand the most effective advertising approaches for the COVID-19 pandemic in the Italian market. Their challenge was to identify which communication strategy—maintaining pre-pandemic messages, creating new ones connected to the circumstances, or partially modifying existing ones—would resonate best with consumers in lockdown. They partnered with vendor Toluna to conduct this research.

Toluna sampled 2,250 Italians and divided them into groups to test specific advertisements on its digital platform. The research measured reactions based on ad liking, consistency with the pandemic context, brand perception, and product consideration. Toluna's solution revealed that the new, tailored 'Capitalize' approach scored highest, while the partially modified 'Adaptive' ads received the lowest ratings. The findings were published in less than two weeks, providing the advertising market with critical, timely insights.

Dentsu Aegis Network