1 Copyright © 2020 The Nielsen Company. Confidential and proprietary. BACKGROUND The soft drink brand, Lucozade Energy, was looking to drive relevance and association with a “positive energy” amongst its Gen Z 18-25 year-old target audience. To achieve their objective, the Lucozade Energy team tasked The Fifth, a specialist influencer marketing agency, to create a thought-provoking “chain-reaction” style interview series that would leave this audience feeling motivated and inspired. At a time when measuring the effectiveness of influencer marketing is becoming increasingly important for advertisers, finding the right solution to assess and measure campaign impact on brand metrics was a key priority for both the Lucozade Energy team and The Fifth. STRATEGY The Fifth developed the

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