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Customer

ATTN:

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32% increase in brand/message association

13% increase in brand/product favorability

10% increase in purchase intent

Overview

ATTN: is a production studio, a distribution network of millions of socially conscious followers, and an agency that offers content, audience insights, and creative best practices. They call attention to the inspiring, the innovative, and the untold, through meaningful stories with macro impact.

Over 7+ years of publishing, ATTN: has mastered the art of social media storytelling, with core narratives including sustainability & climate, diversity & empowerment, health & wellness, and innovation & life hacks. 

Through their brand partnerships, ATTN: educates other organizations on the critical importance of brand values and purpose. They help brands understand that authentically standing for a cause has a direct impact on attracting and retaining audiences and customers.

Goals

Starting conversations around issues that matter

Meet the audience where they live: on phone, screens, and social media

Disrupt the market through emerging thought leadership

Measure and improve brand lift and sentiment

Drive revenue within ad sales and partner programs

On-demand campaign & creative feedback

Unlocking advertising offers and brand deals globally

Business Challenge

The company has a young audience that is focused on social awareness and global issues. They needed a way to test and measure effective marketing, brand, and advertising campaigns but found the availability of audience insights from social media platforms had become increasingly limited. Subsequently, they were lacking the tools required to get in-depth, authentic insights. This had a direct impact on their brand and partner activations. As such, ATTN: needed a platform they could leverage with advanced measurement tools.

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Solution

ATTN: partnered with Alida, which provided them with the advanced measurement tools they needed packaged in a simple-to-use platform. After assembling a community heavily comprised of Gen Z and Millennials, they were finally able to effectively test and gather insights to boost their programs.

The insight community was one of their first formal steps into research. As a result of this program, they are better able to listen and capture the kind of insights that drive transformational change. They are also able to provide their partners with direct access to a hard-to-reach Gen Z demographic.

Through concept testing and a mix of qualitative and quantitative feedback, they were able to provide thought leadership on themes such as Sustainability, Diversity, Pride, and much more. For example, they found that 78% of respondents want companies to support LGBTQIA+ businesses. Additionally, 92% of people are willing to pay more for products that are sustainable. And for their retail partners, they uncovered that Gen Z are basing their purchasing decisions around brands that stand for something. A brand with purpose, values, and social cause will go a lot further than those resting on their traditional laurels.  

VIEW INFOGRAPHIC

Results

The team continues to distribute valuable insights to help their partners make strategic decisions while delivering on key objectives and revenue targets. They have already brought thought leadership to brands such as TikTok, Hulu, Walgreens, and Amazon. 

Compared to a traditional ad hoc research approach, ATTN: has benefited greatly from their partnership with Alida. They are saving money, increasing the number and quality of their insights, mitigating decision-making risk, enhancing partnerships, unlocking whitespace opportunities, and increasing speed to market.

In addition, they have dominated their strategic niche with diverse younger audiences who care about the world’s biggest issues and who strive to make change. This has helped ATTN: secure bigger projects with brands who want to be part of the movement. Given the functionality of the Alida platform, they are now able to satisfy clients’ needs for more audience data beyond engagement and click-through rates. The ATTN: team is able to speak to how well content resonated and whether or not it impacted viewership, brand perception, or intent to purchase.  In fact, across all their activities, ATTN: has increased brand awareness by 11%, brand and message association by 32%, brand and product favorability by 15%, and purchase intent by 10%.

They started from scratch and within a few weeks they established a very engaged community where people feel comfortable, valued, and enjoy participating and providing feedback. ATTN: was able to accomplish a lot in 2021, providing value to top global brands, and they don’t plan on slowing down in 2022. Keep your eye on ATTN: and the progressive insights they gather that help drive the change of the future!

ATTN-millennials

"We use our Alida Changemaker panel to drive insights from our fans to help us shape our content but also understand how we can make an impact or spark a change on a topic or issue that's important to our fans. We need to stay connected to them to be able to go deeper on these issues and topics. We're proud of the stories we get to tell with our brand partners and feel that DE&I shouldn't just be a check-the-box on your annual marketing plan but a focus on everything you do."

Michael Hadgis, Chief Business Officer, ATTN:

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