I don't even have an Instagram account and I have never not even once used the service and I've known about Ben & Jerrys Scotchy Scotch Scotch over 2 weeks ago. It's Ron Burgandys flavor for the heavily advertised Anchorman 2 movie and when I say heavily advertised I don't a movie has advertised for so long before a movie actually comes out, advertising products that have nothing to do with the movie (Dodge car commercials), and branded products (like the ice cream) since Flintstones the movie. I doubt that people became aware of the ice cream from Instagram.
That's why they used a control group.
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