Audit of a global FMCG's advertising to establish its first accessibility baseline
We audited the brand’s top 20% of campaigns, which accounted for tens of millions of dollars in advertising across the top 10 markets.
Hundreds of creatives were assessed against three accessibility fundamentals: alt-text, captions, and audio description.
The audit ran over six weeks with read-only access on platforms, so beyond granting access and receiving the findings, market weren't pulled from their day jobs.
Our global FMCG client committed to making all its advertising accessible within four years, but had no way of knowing where it currently stood. No platform or existing tool could measure accessibility across its markets, channels, and dozens of ad accounts, so they didn’t know how far or close they were to their goal.
Opportunity
Solution
Results
The score varied dramatically by brand and market, turning a global ambition into a specific map of where to act first.
Off the back of the findings, new creative guidelines were developed. Results and tailored recommendations were presented to every key market and brand, and the audit will be repeated next year to measure progress against the baseline.
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