Research Case Study — Special Olympics
Performing campaign sentiment and impact analysis for Special Olympics
The Problem
Creative ad campaigns can engage audiences, but it takes an outside view to confirm whether they worked. Agencies and brands should seek partners they can trust for this objective research. Barrett Hoffher, an award-winning agency, approached Program 11 to be the neutral third party to validate the efficacy of a new brand campaign created for The Special Olympics.
The Program
Program 11 worked closely with Barrett Hoffher and the Special Olympics team to define project objectives, and to ensure we were seeking and surveying the right niche audience. In this case, they wanted to know if people who encountered the campaign would be more likely to volunteer for, donate to, and feel just BETTER about the Special Olympics. To achieve this, we:
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Found the Audience: We sourced 300+ qualified respondents familiar with charitable giving to take pre- and post-campaign surveys.
Deployed Evaluative Surveys: We measured awareness, associations, and propensity to act before and after exposure to the integrated campaign.
Performed an Impact Analysis: Our findings from the post campaign analysis validated the campaign's success.
Our research unveiled the following results of the campaign:
People enthusiastically praised the campaign in open-ended feedback.
The word "Special" evolved from negative to positive perceptions among core audiences.
The campaign heightened already favorable impressions of Special Olympics
Half of respondents were more likely to consider donating after exposure. Volunteer consideration rose 169%, and donation consideration rose 127%.
