By using Super Audiences to leverage the power of Twitter's data archive, Microsoft was able to build an audience who had an existing interest in “Forza” and NASCAR. Doing so created notable increases in brand awareness and purchase intent of “Forza” and the NASCAR edition DLC.
After the campaigns were concluded, a Nielsen Brand Effect study found that both brand awareness and recall were significantly improved by Super Audiences over the standard interest audience. This produced a large increase in purchase intent for “Forza” and the NASCAR DLC. In short, it allowed Microsoft to reach a more precisely targeted audience and make smarter and more strategic decisions.