In the new mobile age, power is a hot commodity. In a new marketing campaign showcasing its “24-hour” battery solution, Duracell Powermat shows off how a man can keep his phone fully charged throughout the day (with a bit of celebrity mixed in). “Smartphones, and the capabilities they have, have made us incredibly powerful. [They] have revolutionized how we live and put a lot of technology in the palm of our hands,” says Harry Woods, partner and creative director at Woods Witt Dealy & Sons, the agency behind the campaign. “But that’s sort of diametrically opposed to the powerlessness that comes when the battery dies three or four hours into the day.” The new campaign uses the tagline “Never be powerless,” and features brand spokesman Jay-Z (an investor in the company, which is a joint-venture set up between Procter & Gamble and Powermat), as a representative of power, says Woods. “In every way possible, he’s one of the more powerful people we could think of, and decided he was a good icon to represent the brand,” Woods tells Marketing Daily. “He’s there to be an advocate to the idea that you don’t have to take powerless for an answer.” An online video released this week begins following a young man from the beginning of his day, when he takes his smartphone and backup battery charger off a Duracell Powermat charging station. As the commercial takes him through his day, the young man is tracked with a green battery indicator, showing his power levels remaining in the upper 90%. (Other people he encounters are also represented by battery power levels, many of them red and in the lower percentages.) The video shows the young man going to work, to a coffee house to meet with friends, to a sports bar, and finally to a nightclub with friends -– all with his battery mostly fully charged. After he places the phone on a charging pad in the club (next to another, identical phone), the phone begins to ring. He goes to answer it, noticing the caller is only identified as “B,” when a hand reaches out asking for the phone. That hand belongs to music mogul and rapper Jay-Z (one presumes the caller is his spouse, Beyonce). The young man, abashed, hands it over. “Never be powerless,” states Jay-Z at the end of the video. The video is already available for viewing on YouTube and is being shared via social network media and public relations efforts, Woods says. Out-of-home executions featuring Jay-Z and the “Never be powerless” tag will be running in New York this summer. The campaign will likely expand to other national markets this fall, although Woods would not provide any other details.
Anyone who’s ever watched an Olympics broadcast knows sports are only a part of the allure. There’s also the athletes’ stories, many of which involve overcoming obstacles or hours of solo training just to earn a trial. As part of its sponsorship of Team USA for the Olympic Games, AT&T is launching a campaign to bring several of these stories to life via short films and its social networking channels. The effort, called “My Journey,” will feature 30-second teasers during the primetime broadcasts of the London Olympic Games, but the extended stories will live online. “The Olympics and Team USA is all about the athletes, and they are the stories,” Bill Moseley, director of corporate sponsorships at AT&T, tells Marketing Daily. “Taking a cue from our broadcast partners at NBC, we wanted to do the same, but we wanted to tell them from the athletes’ perspective.” Some of the films tell stories of athletes who competed in Beijing and are returning to London. In one, swimmer Ryan Lochte says, “I’ve been focused on London since I got out of the pool in Beijing.” The film then goes on to show how he trained over the past four years, and how technology played a role in his life during that time. When he talks about changing his diet, an app for 24-Hour Fitness comes up showing a calorie tracker. When he speaks of traveling the world to compete, he talks about playing “a lot of [mobile game] SuperMonkey Ball 2.” He talks of the music he listens to, tweets from fans, and texts from his family. “Now it’s 2012 and everything is coming together,” he says at the end. “Four years, gone in a flash. And here I am. Again.” The digital aspect of the athletes’ stories was an important part of the entire “My Journey” package, Moseley says. It allows the company to follow through on its brand promise of being an enabler for people to use technology to fit into their lives. “The great part about it is, it wasn’t so much that we highlighted it, it’s that we let the athlete tell the story,” Moseley says. “At the end of the day, them telling the story is extremely digital.” To further deepen the connection among the athletes and their fans, AT&T is allowing certain perks for fans through the company’s Facebook page, YouTube channel and corporate web site. For instance, fans can download a song featured in Lochte’s video (that he says is his favorite) or register for a sweepstakes to win his skateboard (also featured prominently in the video). “That enables us to go beyond advertising and [move into] truly engaging our consumers,” Moseley says. Currently in its 28th year of supporting Team USA, AT&T is also running traditional television commercials throughout the games. One depicts marathoner Ryan Hall running across different terrains and different towns while streaming an epic audiobook, Homer’s The Odyssey. The book runs out before his run, but Hall is able to download another via AT&T’s 4G network. Throughout the two-week games, AT&T will run other spots for which Moseley declined to offer the details. “You will see some exciting pieces that are integrated with NBC,” he says. “We really took a concerted effort to be athlete-centric. What you’ll see from all of our pieces is that they’re wrapped around athletes.”
Lexus has opted against an auto show stage for the revelation of its 2013 LS sedan. Instead the luxury division of Toyota, whose U.S. operations are in Torrance, Calif., is kicking the chocks from under the LS' wheels at an invitation-only event in San Francisco, featuring celebrity couples and a photo exhibition in which they are shown with the new vehicle. The program, "Lexus Laws of Attraction," which will be extended in some fashion to local markets around the U.S., showcases the lens-work of Ellen von Unwerth who turned her Leica (don't all great photographers have an old Leica hidden somewhere?) on Jason Schwartzman and his wife Brady Cunningham; actress/model Jaime King and her filmmaker husband Kyle Newman; actress/model Devon Aoki and her husband financier James Bailey; along with Barney's New York Creative Ambassador Simon Doonan (famous for creating the Barney's New York window displays) and his husband, designer Jonathan Adler. The latter couple are also creative directors on the program with Adler showcasing elements of his lifestyle brand at the event. All of the couples who participated in the shoot will be at the July 30 San Francisco exhibition, at which Strokes drummer Fabrizio Moretti will be DJ. The exhibition, which will also showcase the work of other top-drawer photographers, will be webcast at Lexus.com, the automaker's Facebook page, and at Twitter via #LexusAttracts. “The Lexus Laws of Attraction photography exhibition is an exciting project for us because it showcases Lexus’ dedication to design,” said Mark Templin, Lexus group VP and general manager, in a statement. “It gives us the opportunity to introduce the LS and explore new ways to communicate Lexus’ message to a global audience.” Lexus Prestige communications manager Nancy Hubbell says the company chose not to do a traditional auto show launch because "we really wanted to do something different since the LS is our flagship sedan. We've got a new look and feel to our cars, as well as our brand, so this was an opportunity to take a fresh approach to revealing the new LS." She adds that the guest list for the event also includes people in the art and design scene in San Francisco, bloggers, and international automotive journalists who will be test-driving the LS throughout the week. Los Angles, Calif.-based ad and communications firm Inform Ventures, which has worked on Lexus, Toyota and Scion campaigns over the past decade, developed the "Lexus Laws of Attraction" program with auto event company George P. Johnson. Patrick Courrielche, co-founder of the agency, says the campaign aligns with Lexus' efforts to make design, craftsmanship and the more ephemeral idea of "sex-appeal" central to its brand position. "I think the photography aspect allowed us to explore the sex appeal aspect. From a pure marketing standpoint it allows us to get the vehicle into the artwork as well. That's important because you will often see an [automaker inspired] art project that has nothing to do with the vehicle. In this case the vehicles are incorporated in the photographs with the couples." He says invitations to the event are going to Bay Area and Silicon Valley VIPs as well as lifestyle media from the U.S. and global markets like Russia, China, Japan, and Australia. "And we are planning smaller incarnations at other events across the country, some dealer centered, some like the Pebble Beach Concours D'Elegance."
First-time Olympics sponsor Chobani is celebrating the spirit and determination of its own team, as well as Team USA, in its multimillion-dollar integrated campaign for the 2012 games. “Proudly With You,” from Leo Burnett New York, tells the story of how the cooperative efforts of employees, farmers and the local community enabled Chobani’s remarkably rapid success -- success that has now enabled the company to support Team USA as its official yogurt sponsor. The creative doesn’t specifically note that Chobani is a Greek yogurt brand founded by a Turkish immigrant, Hamdi Ulukaya -- the deeper background behind a classic American entrepreneurial success story. Nor does it specifically tout that Chobani, which first hit retail shelves in 2007, is now the U.S.’s #1-selling yogurt (and also now in Canada and Australia). Instead, the television spot, being run in 60- and 30-second versions, shows the Chobani community coming together to build a giant outdoor LED screen to watch the Olympics at a farm near the company’s New Berlin, N.Y. headquarters, interspersed with action shots of the six Olympic and Paralympic athletes being sponsored by the brand: Lauren Cheney (soccer), Lashinda Demus (track and field), Matt Grevers (swimming), Steven Lopez (taekwondo), John Orozco (gymnastics) and Allison Jones (Paralypian cyclist and skier). The voiceover message: “The Chobani story is a community story -- a story of revival. Five years ago, none of us could have imagined how it would unfold. We started with a handful of local employees and a whole lot of heart. The community came together, got stronger -- the dairy farmers, the plant workers, the truck drivers. Like our Olympians, all worked hard to fulfill a dream. Now our yogurt is powering our U.S. Olympic athletes, and we can’t help but feel a little proud. Chobani: Naturally powering Team USA.” The Olympics campaign represents a continuation and extension of Chobani’s consistent marketing approach, says the brand’s VP of marketing, Doron Stern. “As we have in the past, this campaign features the real people who were part of this story: the farmers, employees, members of the local community and even the Olympic athletes that make up Team Chobani,” Stern tells Marketing Daily. “The overarching theme of shared success, real people and transparency will continue to be tent-poles of Chobani’s campaigns in the future,” he adds. “Nothing inspires people like a true story, and that's the real focus of this campaign,” observed Jay Benjamin, chief creative officer, Leo Burnett New York. “It's a story about a company that began with a handful of people, a lot of heart, and a belief in a product that was 'nothing but good’ [the brand’s tagline]. So good in fact, that it now powers our U.S. Olympic athletes.” The campaign will officially launch with the airing of the TV spot during the Olympic Opening Ceremony on July 27, during which employees, farmers and local residents will gather for a Chobani-hosted viewing party. (Chobani, which now has 1,200-plus employees, is also sending its original five employees to London to attend the games, along with Ulukaya.) Social media and online are major components of the campaign. “The social side of our communications with brand fans has always been a part of Chobani’s DNA -- it’s important to ensure that we’re present and have an ongoing dialogue where they spend a lot of their time,” notes Stern. Digital elements include: * A dedicated Facebook hub featuring numerous videos. One continues the community themed “story of revival”; another documents the story behind the brand’s Olympics sponsorship initiative; and a third offers behind-the-scenes footage of the TV spot shoot. Other videos feature interviews with the sponsored athletes. The hub also includes an interactive mosaic showcasing Chobani fans’ own Facebook, Twitter and Instagram submissions, using the hashtag #chobanipowered. Twitter will be managed by the Chobani social team. * The brand’s site is spotlighting rotating photos of the sponsored athletes and prominently driving fans to the dedicated Facebook hub to “join the conversation.” * Chobani’s branded YouTube channel also features the TV ad and the various story/interview videos. In addition, the brand is hosting a YouTube takeover, and “dedicating a significant amount of spend toward advertising with NBC.com,” according to Stern. In addition, the campaign includes out-of-home/billboards -- each of which features an image of one of the sponsored athletes, the headline “Naturally Powering Team USA,” and a Chobani product shot -- as well as on-pack promotional messaging. Digital agency Big Spaceship worked with Burnett New York on creative, and public relations is being handled by Fleishman-Hillard.
In the new mobile age, power is a hot commodity. In a new marketing campaign showcasing its “24-hour” battery solution, Duracell Powermat shows off how a man can keep his phone fully charged throughout the day (with a bit of celebrity mixed in). “Smartphones, and the capabilities they have, have made us incredibly powerful. [They] have revolutionized how we live and put a lot of technology in the palm of our hands,” says Harry Woods, partner and creative director at Woods Witt Dealy & Sons, the agency behind the campaign. “But that’s sort of diametrically opposed to the powerlessness that comes when the battery dies three or four hours into the day.” The new campaign uses the tagline “Never be powerless,” and features brand spokesman Jay-Z (an investor in the company, which is a joint-venture set up between Procter & Gamble and Powermat), as a representative of power, says Woods. “In every way possible, he’s one of the more powerful people we could think of, and decided he was a good icon to represent the brand,” Woods tells Marketing Daily. “He’s there to be an advocate to the idea that you don’t have to take powerless for an answer.” An online video released this week begins following a young man from the beginning of his day, when he takes his smartphone and backup battery charger off a Duracell Powermat charging station. As the commercial takes him through his day, the young man is tracked with a green battery indicator, showing his power levels remaining in the upper 90%. (Other people he encounters are also represented by battery power levels, many of them red and in the lower percentages.) The video shows the young man going to work, to a coffee house to meet with friends, to a sports bar, and finally to a nightclub with friends -– all with his battery mostly fully charged. After he places the phone on a charging pad in the club (next to another, identical phone), the phone begins to ring. He goes to answer it, noticing the caller is only identified as “B,” when a hand reaches out asking for the phone. That hand belongs to music mogul and rapper Jay-Z (one presumes the caller is his spouse, Beyonce). The young man, abashed, hands it over. “Never be powerless,” states Jay-Z at the end of the video. The video is already available for viewing on YouTube and is being shared via social network media and public relations efforts, Woods says. Out-of-home executions featuring Jay-Z and the “Never be powerless” tag will be running in New York this summer. The campaign will likely expand to other national markets this fall, although Woods would not provide any other details.
Anyone who’s ever watched an Olympics broadcast knows sports are only a part of the allure. There’s also the athletes’ stories, many of which involve overcoming obstacles or hours of solo training just to earn a trial. As part of its sponsorship of Team USA for the Olympic Games, AT&T is launching a campaign to bring several of these stories to life via short films and its social networking channels. The effort, called “My Journey,” will feature 30-second teasers during the primetime broadcasts of the London Olympic Games, but the extended stories will live online. “The Olympics and Team USA is all about the athletes, and they are the stories,” Bill Moseley, director of corporate sponsorships at AT&T, tells Marketing Daily. “Taking a cue from our broadcast partners at NBC, we wanted to do the same, but we wanted to tell them from the athletes’ perspective.” Some of the films tell stories of athletes who competed in Beijing and are returning to London. In one, swimmer Ryan Lochte says, “I’ve been focused on London since I got out of the pool in Beijing.” The film then goes on to show how he trained over the past four years, and how technology played a role in his life during that time. When he talks about changing his diet, an app for 24-Hour Fitness comes up showing a calorie tracker. When he speaks of traveling the world to compete, he talks about playing “a lot of [mobile game] SuperMonkey Ball 2.” He talks of the music he listens to, tweets from fans, and texts from his family. “Now it’s 2012 and everything is coming together,” he says at the end. “Four years, gone in a flash. And here I am. Again.” The digital aspect of the athletes’ stories was an important part of the entire “My Journey” package, Moseley says. It allows the company to follow through on its brand promise of being an enabler for people to use technology to fit into their lives. “The great part about it is, it wasn’t so much that we highlighted it, it’s that we let the athlete tell the story,” Moseley says. “At the end of the day, them telling the story is extremely digital.” To further deepen the connection among the athletes and their fans, AT&T is allowing certain perks for fans through the company’s Facebook page, YouTube channel and corporate web site. For instance, fans can download a song featured in Lochte’s video (that he says is his favorite) or register for a sweepstakes to win his skateboard (also featured prominently in the video). “That enables us to go beyond advertising and [move into] truly engaging our consumers,” Moseley says. Currently in its 28th year of supporting Team USA, AT&T is also running traditional television commercials throughout the games. One depicts marathoner Ryan Hall running across different terrains and different towns while streaming an epic audiobook, Homer’s The Odyssey. The book runs out before his run, but Hall is able to download another via AT&T’s 4G network. Throughout the two-week games, AT&T will run other spots for which Moseley declined to offer the details. “You will see some exciting pieces that are integrated with NBC,” he says. “We really took a concerted effort to be athlete-centric. What you’ll see from all of our pieces is that they’re wrapped around athletes.”
Lexus has opted against an auto show stage for the revelation of its 2013 LS sedan. Instead the luxury division of Toyota, whose U.S. operations are in Torrance, Calif., is kicking the chocks from under the LS' wheels at an invitation-only event in San Francisco, featuring celebrity couples and a photo exhibition in which they are shown with the new vehicle. The program, "Lexus Laws of Attraction," which will be extended in some fashion to local markets around the U.S., showcases the lens-work of Ellen von Unwerth who turned her Leica (don't all great photographers have an old Leica hidden somewhere?) on Jason Schwartzman and his wife Brady Cunningham; actress/model Jaime King and her filmmaker husband Kyle Newman; actress/model Devon Aoki and her husband financier James Bailey; along with Barney's New York Creative Ambassador Simon Doonan (famous for creating the Barney's New York window displays) and his husband, designer Jonathan Adler. The latter couple are also creative directors on the program with Adler showcasing elements of his lifestyle brand at the event. All of the couples who participated in the shoot will be at the July 30 San Francisco exhibition, at which Strokes drummer Fabrizio Moretti will be DJ. The exhibition, which will also showcase the work of other top-drawer photographers, will be webcast at Lexus.com, the automaker's Facebook page, and at Twitter via #LexusAttracts. “The Lexus Laws of Attraction photography exhibition is an exciting project for us because it showcases Lexus’ dedication to design,” said Mark Templin, Lexus group VP and general manager, in a statement. “It gives us the opportunity to introduce the LS and explore new ways to communicate Lexus’ message to a global audience.” Lexus Prestige communications manager Nancy Hubbell says the company chose not to do a traditional auto show launch because "we really wanted to do something different since the LS is our flagship sedan. We've got a new look and feel to our cars, as well as our brand, so this was an opportunity to take a fresh approach to revealing the new LS." She adds that the guest list for the event also includes people in the art and design scene in San Francisco, bloggers, and international automotive journalists who will be test-driving the LS throughout the week. Los Angles, Calif.-based ad and communications firm Inform Ventures, which has worked on Lexus, Toyota and Scion campaigns over the past decade, developed the "Lexus Laws of Attraction" program with auto event company George P. Johnson. Patrick Courrielche, co-founder of the agency, says the campaign aligns with Lexus' efforts to make design, craftsmanship and the more ephemeral idea of "sex-appeal" central to its brand position. "I think the photography aspect allowed us to explore the sex appeal aspect. From a pure marketing standpoint it allows us to get the vehicle into the artwork as well. That's important because you will often see an [automaker inspired] art project that has nothing to do with the vehicle. In this case the vehicles are incorporated in the photographs with the couples." He says invitations to the event are going to Bay Area and Silicon Valley VIPs as well as lifestyle media from the U.S. and global markets like Russia, China, Japan, and Australia. "And we are planning smaller incarnations at other events across the country, some dealer centered, some like the Pebble Beach Concours D'Elegance."
First-time Olympics sponsor Chobani is celebrating the spirit and determination of its own team, as well as Team USA, in its multimillion-dollar integrated campaign for the 2012 games. “Proudly With You,” from Leo Burnett New York, tells the story of how the cooperative efforts of employees, farmers and the local community enabled Chobani’s remarkably rapid success -- success that has now enabled the company to support Team USA as its official yogurt sponsor. The creative doesn’t specifically note that Chobani is a Greek yogurt brand founded by a Turkish immigrant, Hamdi Ulukaya -- the deeper background behind a classic American entrepreneurial success story. Nor does it specifically tout that Chobani, which first hit retail shelves in 2007, is now the U.S.’s #1-selling yogurt (and also now in Canada and Australia). Instead, the television spot, being run in 60- and 30-second versions, shows the Chobani community coming together to build a giant outdoor LED screen to watch the Olympics at a farm near the company’s New Berlin, N.Y. headquarters, interspersed with action shots of the six Olympic and Paralympic athletes being sponsored by the brand: Lauren Cheney (soccer), Lashinda Demus (track and field), Matt Grevers (swimming), Steven Lopez (taekwondo), John Orozco (gymnastics) and Allison Jones (Paralypian cyclist and skier). The voiceover message: “The Chobani story is a community story -- a story of revival. Five years ago, none of us could have imagined how it would unfold. We started with a handful of local employees and a whole lot of heart. The community came together, got stronger -- the dairy farmers, the plant workers, the truck drivers. Like our Olympians, all worked hard to fulfill a dream. Now our yogurt is powering our U.S. Olympic athletes, and we can’t help but feel a little proud. Chobani: Naturally powering Team USA.” The Olympics campaign represents a continuation and extension of Chobani’s consistent marketing approach, says the brand’s VP of marketing, Doron Stern. “As we have in the past, this campaign features the real people who were part of this story: the farmers, employees, members of the local community and even the Olympic athletes that make up Team Chobani,” Stern tells Marketing Daily. “The overarching theme of shared success, real people and transparency will continue to be tent-poles of Chobani’s campaigns in the future,” he adds. “Nothing inspires people like a true story, and that's the real focus of this campaign,” observed Jay Benjamin, chief creative officer, Leo Burnett New York. “It's a story about a company that began with a handful of people, a lot of heart, and a belief in a product that was 'nothing but good’ [the brand’s tagline]. So good in fact, that it now powers our U.S. Olympic athletes.” The campaign will officially launch with the airing of the TV spot during the Olympic Opening Ceremony on July 27, during which employees, farmers and local residents will gather for a Chobani-hosted viewing party. (Chobani, which now has 1,200-plus employees, is also sending its original five employees to London to attend the games, along with Ulukaya.) Social media and online are major components of the campaign. “The social side of our communications with brand fans has always been a part of Chobani’s DNA -- it’s important to ensure that we’re present and have an ongoing dialogue where they spend a lot of their time,” notes Stern. Digital elements include: * A dedicated Facebook hub featuring numerous videos. One continues the community themed “story of revival”; another documents the story behind the brand’s Olympics sponsorship initiative; and a third offers behind-the-scenes footage of the TV spot shoot. Other videos feature interviews with the sponsored athletes. The hub also includes an interactive mosaic showcasing Chobani fans’ own Facebook, Twitter and Instagram submissions, using the hashtag #chobanipowered. Twitter will be managed by the Chobani social team. * The brand’s site is spotlighting rotating photos of the sponsored athletes and prominently driving fans to the dedicated Facebook hub to “join the conversation.” * Chobani’s branded YouTube channel also features the TV ad and the various story/interview videos. In addition, the brand is hosting a YouTube takeover, and “dedicating a significant amount of spend toward advertising with NBC.com,” according to Stern. In addition, the campaign includes out-of-home/billboards -- each of which features an image of one of the sponsored athletes, the headline “Naturally Powering Team USA,” and a Chobani product shot -- as well as on-pack promotional messaging. Digital agency Big Spaceship worked with Burnett New York on creative, and public relations is being handled by Fleishman-Hillard.
Sponsored Results could become the newest advertising offering in Facebook’s search box, where ads appear alongside organic results linked to specific pages or places on the social network. Reports suggest that testing on these cost-per-click ads began last week. No doubt social data will also play a role in the type of ads that serve up. Nearly half of CMOs have used social data to make predictions or forecasts, and nearly nine in 10 say this data has influenced business decisions, according to findings from a recent white paper. Aside from integrating social signals into search, social continues to make its way into other media, such as premium display ads. "We use social as a communications strategy, but also as an "acquisition vehicle," though success has been less than stellar," said Colette Dill-Lerner, VP of Internet marketing at Guthy-Renker at the MediaPost OMMA Data & Targeting conference Wednesday. The Bazaarvoice & The CMO Club Survey: Social Data Impacts CMO Decisions, Predictions & Forecasts identifies that CMOs use data to drive smarter decisions beyond marketing. Social reveals consumer sentiment and improves brand awareness, so they are most confident in social data analysis of products and services and in the impact on overall brand loyalty and awareness. The survey represents brands with more than $1 billion in annual revenue, as well as smaller business-to-business and business-to-consumer businesses. CMOs use this data beyond marketing -- sharing data with other C-level executives at 97.3%; with functions, including sales, at 36.8%; and product management and development, at 35.1%. Social signals support more than organic search engine ranking on google.com, bing.com and yahoo.com. Some 47.3% of all CMOs participating in the white paper admit to using social data to make predictions or forecasts, most often to project sales. Among agencies, about half are mostly responsible for reporting to CMOs on social data, followed by marketing research at 45.6%, and marketing communications at 45.6%. Brand management teams make the most use of social data, according to 59.6% of CMOs. Other teams that access the data collected by marketing include sales at about 36.8%, customer experience and Web design at 36%, and product management and development at 35.1%. It turns out that CMOs are most confident in social data's effectiveness in analyzing consumer sentiment toward individual products and product lines, rating their confidence level 6.4 out of 10 on average. Some 83.3% of CMOs believe social data is at least somewhat effective in indicating trends or patterns that may impact the business. And 77.9% find social data at least somewhat effective in analyzing the influence of individuals or groups. Some 82.3% of CMOs are at least somewhat confident that their brands' social strategy has a measurable impact on brand awareness, while 81.5% are at least somewhat confident that their social initiative creates a measurable effect on brand loyalty.