Day-after recall test ? More Like the Hour-After Recall Test! Gen Y comprises of 70% of the virtual audience and 85% of them are ferociously active! Concepts like Day-After Recall test fail in the virtual and social media world! With the amount of content already existing, How do you stand out? What makes your Design or Concept or Campaign different? Its Retention and Impact! Something in your Idea that makes people share and Lets the Idea Grow ! So, Always explore your Target Audience and understand their Emotions! Plan your campaigns and the Bottom Line based on that.