CUSTOMER: David & Goliath At a Glance T o be sure limited-window opportunities like the Super Bowl deliver big for a major client like Kia, agency David & Goliath need reliable data to inform their creative strategies. Using NetBase they’ve been able to precisely focus efforts over the past two years, to drive maximum earned value from their Super Bowl campaigns—including nearly doubled social conversation, and many accolades. Challenge #1: Creating a social sensation with a non-social influencer All ad campaigns matter, but major “moment” campaigns like the Super Bowl are, of course, extra loaded. Agency David & Goliath were tasked with delivering big results for automotive brand Kia during the 2016 and 2017 Super Bowls, which meant overcoming some obstacles. In 2016, to prom

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