MTV

MTV asked Crowd DNA to develop a fresh take on traditional pre-and-post effectiveness for a multimedia, global project. The activity consisted of social media, TV and events.

It was Crowd DNA’s task to take a qualitative and quantitative look at the effects of the youth marketing project in five different countries across Europe and South East Asia. We were hoping to find attitudinal and behavioural shifts in the audience, as well as classic indicators of campaign success. The findings would then be developed into actionable insights for next year’s campaign.

We built a bespoke online survey tool that was seeded online and used offline at the events themselves. The tool allowed us to compare different ideas between territories, and between different degrees of exposure to the activity. Respondents were then able to use a co-creation device to shape the future campaign as they would like to see it. The process finished by allowing respondents to compare their ‘art personality’ with other respondents and see where they fitted in with global opinion. The survey ran in five languages.

As well as using the survey tool at events, we also conducted five online forums - one per territory. Each forum lasted ten days, and participants were asked to discuss a range of themes, covering the activity itself, the brands involved and some broader topics relating to the campaign themes. Alongside this we used social media analysis to follow how conversations around MTV their partners, the activity and the key outcomes evolved as the activity ran.

"Crowd DNA answered our brief perfectly, showing a real understanding of the creative and unique nature of the campaign and providing research solutions to match. The research project delivered actionable insights and resulted in us having a better understanding of this unique project to share with our partner and help develop new strategy for 2010."

(Helen Rose, Director, VBSI Insight, MTV Networks International)