Historically, Angie’s List had a membership-based business model, so they were highly dependent on trackable, measurable direct-response advertising. But the Yelpification of the Internet began to radically change their business. We needed to create work that not only did the DR heavy lifting their model required, but do something they hadn’t done before. We needed to create DR that also built the brand promise and created conversation and sharing in social. For the first time ever, Angie’s List enjoyed significant positive response to their ads in social while driving calls and clicks.