In 2017, Pepsi was forced to pull an ad that cost upwards of $4 million to create when they failed to gauge audience reception. How do brands avoid such a costly misstep? By proactively ensuring simple steps, in the process of design ideation, creation, and inception, are made.
- Test early ad concepts and design with segmented audiences
- Gauge overall sentiment by using common research techniques
- Run advocacy campaigns by leveraging online communities
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