The non-profit cut up its media funding between two cohorts: shoppers 55 and older, who reveal excessive familiarity and affinity for the model, and a 35-to-54 viewers with decrease consciousness of its trendy identification.
The older section is being served lower-funnel messaging designed to drive membership and donations, whereas the youthful cohort is focused with upper-funnel model training, geared toward reframing Consumer Reports as an advocacy-oriented nonprofit quite than a legacy journal model.
“We have the gift of tremendously high awareness and affinity among older people,” El Khatib stated. “Where we need to focus is moving people down the funnel and bringing younger audiences into the fold.”
The marketing campaign is working in eight take a look at markets, with placements optimized primarily based on search, social, and family revenue information, in keeping with Evans. Several of the placements will incorporate contextual relevance, comparable to selling its protein powder exposé in gyms and its toy recall reporting in OOH mall shows.