Our Channel Planning and Investment practice led a go-to-market approach focused on three key pillars: Surround, Engage and Celebrate. We first needed to Surround Millennials with a multimedia approach — ultimately through targeted OOH, Print and Digital. We needed to Engage our audience through high-impact executions to deliver our complex “56 parts” craft message. And finally, we needed to encourage our audience and their social grids to Celebrate our message through social amplification.

Since the campaign just launched on March 2, 2015, we don’t have business impact results yet. That said diagnostic results to date are very promising. Our very healthy campaign to date CTR of 1.19% has driven an effective CPC of $0.81. Paid Social placements are exceeding category benchmarks (4.94% vs. 2.91%).