Through targeted digital content, Mist:Understood creates and
distributes fun, creative, engaging moments that served to both
educate Millennials on the benefits of aerosol products while concurrently
working to directly engage and address misperceptions.
It is through this “push” and “interact” strategy that CAPCO,
in less than a year, has reached more than 3.6 million people
with almost a half a million engagements. During that time, it
has made significant headway in breaking out as a trusted voice
24 Spray February 2020
in educating the public and addressing misconceptions about
aerosols.
When performing its initial research on conversational trends
on social media, CAPCO discovered that when consumers talk
about “aerosols” online, pharma-related aerosols trended as a top
conversation driver. Surprisingly, inhalers were found to be driving
much of the dialogue, indicating that a high level of awareness
exists between the term “aerosol” and drug products. Perhaps