Case Study: Haleon achieves in‑flight brand impact measurement and rapid campaign optimization with Zappi

How Haleon was able to measure the brand impact of live digital ads by partnering with Zappi

Haleon, a science‑led global healthcare company promoting Advil in the US, needed to understand how formats, creatives, and audiences were performing in a live digital ad campaign so they could optimize in‑flight and grow market share. To achieve this they partnered with Zappi, using Zappi’s in‑flight brand measurement and campaign dashboard to monitor campaign performance in real time.

Zappi delivered rapid, in‑flight measurement and a dashboard that showed how the campaign moved brand consideration and other key metrics, with results in stakeholders’ hands within a week. The analysis found video ads were over five times more likely to drive brand consideration than animated display, product‑focused creative outperformed brand‑focused creative, and younger audiences responded best—insights Haleon used to prioritize digital video and product messaging for future campaigns.

Haleon

Krista Kempski

Director, Consumer Insights