Research Case Study — Special Olympics
Performing 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. The Special Olympics came to Program 11 to be the neutral third party to validate the efficacy of their new brand campaign.
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 creative agency 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concern for organizers, volunteers, and participants who had wondered if this terminology was considered offensive or out-of-date.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
Special Olympics is enthusiastic and proud of the campaign, which heightened already favorable impressions of Special Olympics. We discovered that half of respondents were more likely to consider donating after exposure to the campaign. Volunteer consideration rose 169%, and donation consideration rose 127%.
The Special Olympics team continues to work with Program 11 on longitudinal brand awareness and sentiment research.
Our aim is clear: Identify what moves people to volunteer, donate, and participate, and use this data to help the team craft the messages and campaigns that will help the organization flourish.
