A client in the wellness space wants to drive incremental reach and grow campaign awareness on Pinterest. It specifically wants to measure aided awareness and action intent and has a budget of $125,000 for a 4-week campaign.Which measurement solution should the media planner recommend?

To measure aided awareness and action intent (also known as purchase intent) on Pinterest for a brand-building campaign, a Brand Lift study is the standard requirement. However, the specific choice between a 2Q and a 6Q study depends on the budget and the number of metrics you wish to track. 2Q Brand Lift Study: This is the entry-level lift solution for brands with moderate budgets. It allows the media planner to choose two survey questions (e.g., one for Awareness and one for Intent) to be served to test and control groups.