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Sometimes the most creative aspect of a campaign is its results. I’ve seen success measured in the number of phone calls to Sweden and the volume of “Lucky Iron Fish” distributed worldwide. Match.com could just tout memberships but instead measures the number of second dates they’ve made possible. It’s a more compelling metric.
https://www.adweek.com/brand-marketing/branding-to-lgbtq-communities-should-be-a-metrics-innovation-goldmine/