Split Second Research, with Edelman Intelligence and Hewlett Packard, took two awards at the ARF David Ogilvy Awards.
They won GOLD in the category TECH & COMMUNICATIONS (beating Twitter and Samsung), and SILVER in the category DATA INNOVATION.
The aim of the marketing campaign was to reinforce HP’s leadership in diversity and inclusion. The goal of the research was to understand what Americans from all walks of life associate at conscious and unconscious levels with “The All American Family” . HP wanted to raise awareness that printed photographs have a powerful impact and are still relevant in today’s digital world.
With Edelman Intelligence, Split Second Research designed an implicit test with images of families that varied by their ethnicity, sexual orientation, presence of children, and number of parents. It assessed the extent to which an unconscious bias existed in their associations with what represents and “All American Family” and what does not.
The key finding was that “75% of respondents picture an all-American family as a white mom, dad and kids. However, census data tells us that in reality, only 25% of families match that portrait.”
The research inspired a marketing campaign that has helped HP achieve double-digit growth in the quarter immediately following the campaign.