Through market research with Appinio, thjnk was able to increase the efficiency of advertising campaigns for digital natives

As with any advertising agency, generating (media) awareness for the advertising message within the target group is part of thjnk's core task, alongside creation. In the past, the advertising industry mainly relied on classic media such as TV and radio and was thus able to successfully spread its own message and convince consumers. However, the emergence of social media led to a shift in media consumption and thus also to a change in the effectiveness of advertising in the various media.

For an effective campaign, it is important to identify which channels are used by the target group and how advertising on these channels influences the purchase decision. The focus here is primarily on digital natives as tomorrow's customers. As a generation that has grown up with both classic and new media, digital natives are difficult to assess in terms of their media usage behaviour and thus also its impact on purchasing behaviour.

With Appinio, thjnk has the opportunity to directly address the hard-to-reach group of digital natives and ask them about their habits and demands when consuming media and advertising. This was used as part of the relaunch of an advertising campaign to optimise the distribution of marketing spend across the various advertising channels and thus increase the efficiency of the campaign.