Research Case Study — Special Olympics
Performing campaign sentiment and impact analysis for Special Olympics
How it started
Creative ad campaigns can engage audiences, but it takes an outside view to confirm whether they worked. Agencies and brands often 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 Special Olympics.
Had the campaign driven awareness among the audiences they wished to reach? And was there potential for Special Olympics to build a deep, ongoing relationship with these audiences?
What we did
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 Special Olympics. To achieve this, we found the audience, sourcing 300+ qualified respondents familiar with charitable giving to take pre- and post-campaign surveys.
We then deployed evaluative survey to measure awareness, associations, and propensity to act before and after exposure to the integrated campaign.
The a-ha moment: In our impact analysis, we identified a significant shift in perception – from somewhat negative to positive – of the word “Special” as related to the program. This term had been of concern for organizers, volunteers, and participants who had wondered if this terminology was considered offensive or out-of-date.
How it’s going
Today, Special Olympics is enthusiastic and proud of the campaign. Although we know that “Special” is an outdated way to refer to someone with an intellectual disability, it’s the perfect way to describe Special Olympics.
The campaign has heightened already favorable impressions of Special Olympics, but most importantly. half of respondents were more likely to consider donating after exposure to the campaign. Volunteer consideration rose 169%, and donation consideration rose 127%.
