Year two of Ad Council was tricky - 86 million Americans (1 in 3) were still affected by prediabetes, and despite our success from the previous year the ask was the same: how do we get people to take a simple test to understand their risk?
Well, we decided to take the success of putting the real time test in front of people via television to the web. We looked at online behavior to see where our target spends most of their time and decided to target them, right there, in real time with our test.
Lucky for us, they spend a lot of time looking at really, really cute stuff.
The work turned out to be just as successful as year one, leading to over 500k test completions and nearly 9 million views.