case studies

Ad Council Creative Testing

Industry: Education + Media
Market: U.S.
Demographics: Latino adults ages 25-35

The quest: Since one third of Hispanic students do not graduate on time with a standard diploma, NGL Media launched the campaign “No One Gets a Diploma Alone”. It seeked to motivate Latino adults ages 25-35 without a high school diploma to take the first step towards getting their high school equivalency (HSE) diploma and a better future.

 

The need: A research partner to test creative concepts for the Ad Council’s campaign.

 

The solution: ThinkNow conducted a quantitative research study to measure the effectiveness of three advertising concepts developed for the “No One Gets a Diploma Alone” campaign. 

  • The study consisted of a nationwide survey of n=225 Hispanics 25 to 40 years of age who do not have a high school diploma or GED and are open to going back to school to get a diploma.

 

  • Because this segment of the population can be difficult to research, Thinknow utilized a combination of online and mall-intercept interviews across the country.

 

  • Since a large share of this population is known to be Spanish-Dominant and/or less acculturated, the survey was offered in English and Spanish.

 

  • The research revealed that the “no one gets a diploma alone” messaging has strong appeal among Latino adults.

 

  • It effectively communicates that they can lean on others for things that are preventing them from taking action – i.e., transportation to/from the study center, cooking dinner, and/or caring for parents/children. 

 

  • The research also showed which creative concept resonated most with this audience. Since its launch in 2019, the ad campaign has been successful at motivating many US Hispanic adults without a high school diploma to pursue their high school equivalency, as well as connect them with information to get started.

 

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