Validating Advertising Campaigns During a Tumultuous Year

A major insurance company – a nationwide household name – needed to make sure that its advertising campaigns hit the mark in terms of tone and messaging. The company has partnered with Suzy since 2018. Broadly, the client wanted confirmation that their products are easy to understand and competitively priced, their spokespeople are recognizable and have a certain level of appeal, and their TV spots draw positive reactions when viewed by the general public. They were also looking to see which versions of their spots would be most well-received.

In a normal year, getting consumer feedback is always an important step in marketing and creative development. But over the last two years, it has been crucial for brands to hit the right tone and convey their awareness of world events in light of the sociopolitical climate and the ongoing pandemic. The public backlash against brands that messaged poorly or came across as insensitive has been immense, and our client needed to make sure that its on-air and digital ad spots – which aired during high-profile sporting events – did not come across as tone-deaf or lacking in empathy, but would instead reinforce the brand’s dependability.

To address our client’s needs, Suzy’s always-on solution provided the insurer with the ability to reach their exact segments, including (but not limited to) sports fans, competitor customers, homeowners, insurance owners, vehicle owners, and others.

Through Suzy’s proprietary consumer network, we were able to offer the client a large cohort of verified members that provide high-quality responses, with the quality of our audience routinely maintained. Our client could find consumers of competitive brands and perform demographic targeting, as well as layer on custom targeting.

The Suzy platform automates steps in the market research process and this allows brands more time for faster insights and improved innovation. The client used this agility to field surveys to targeted audiences at an unparalleled speed – they could ask a single question or launch a full study in minutes. The client was then able to get opinions within just a few hours about the general appeal of their advertising spots, how entertained audiences were, whether viewers found anything offensive about the messaging, and whether viewers came away with a positive impression of the brand. They also tested for consumer awareness of specific celebrity spokespeople.