Develop an awareness campaign to win over a younger generation of Consumer Reports subscribers, who currently get their reviews for free online, by showing them why CR was different from the others and worth the fee.
There are 17MM “power users” that love doing research, are happy to pay for access to the best product intel, and fall under two mindsets when looking for a new car:
Creative Platform: CR provides Extreme Expertise
S50 created a 360° campaign including two :30 YouTube & Hulu CTV assets in support of both key messages.
There was a 25% lift in searches for “Consumer Reports” on Google.com and a 58% lift in searches for “Consumer Reports” on YouTube for those that were exposed to our YouTube campaign. The overall 360° campaign resulted in a 20% lift in subscribers in 6 mos.