Jell-O introduced a new adult-oriented snack, Jell-O Temptations.
Kraft and their agency, Crispin Porter & Bogusky, created six humorous, but edgy commercials with a production budget well into the millions.
Within days of the first ad’s airing, nearly 180,000 Facebook users “liked” a Boycott
Jell-O group protesting what they saw as an “anti-kid” message. Kraft feared permanent harm to the Jell-O brand and considered scrapping the entire campaign.
Within 24 hours of the first ad’s airing, Ace Metrix was able to provide data to Kraft that showed the Facebook group to be nothing more than a highly vocal minority.
In fact, the Change score, which signifies how much the ad changed the viewer’s opinion of the product or brand, was 6% above norm for the Snack category. Using Ace Metrix data, Kraft was able to:
Social media moves exceptionally fast, which can lead to poor decision-making if other data is not available in the same
time frame that presents a more complete picture of the situation.