NAIL.social/LABS

Surely you've figured out the "hover over the text" schtick by now.

Great advertising is built upon what you know in your heart to be true.

Effective advertising is built upon what you see in the data to be true.

Put those together and you have a campaign that can take a brand from obscurity to market dominance.  Social media is the largest and most powerful testing platform to ever exist.  You have access to over a billion people and can test what they see, think, and do. This can inform product development, creative development, or implementation tactics.  We've tested them all. 

Measure twice, cut once, that's what dad says. And he was a mohel. 

Testing Process

Test design

We have yet to come across a question we were not able to test for. Test design is the most crucial step because there are usually 329 ways to get it wrong, and one way to get it right. In this step we fundamentally understand what you need to know, then design tests to tease out the answers. We use a cool hack called the Scientific Method.

Test implementation

We setup and implement the tests on all the relevant platforms. There is no optimization in this phase as this would affect the results of the test. You know, relativity and all.

Analysis and Reporting

Data is not an answer. In this stage we take the thousands of points of data and distill it to the answer to your questions.  Often we end up with answers to questions you didn't even ask. Sometimes these are the most valuable things we uncover.

Case Study

*We don't publish our clients' names. Feel free to ask though.

Client: Prestigious ​university in the Northeast

Objective: They were considering a dramatic repositioning of their brand and wanted to understand how it would land.

Challenge: If the messaging didn't test well, they didn't want to be associated with any fall out.

Solution: ​We created a "lookalike University" page​ and targeted ads with the messaging to potential students and potential parents of students.  We discovered that the new brand concept actually performed the best— increasing their confidence in the campaign and providing hard data they could use to sell through the new direction to their board. 

 

We also discovered the students don't read ad copy, and that campaign messaging would need to be image based.  With parents, who do read ad copy, there was a concept that far outperfomed the others, which the client did not expect, and was rolled into the main campaign.

Want to be the next case study?  Let's get coffee@NAIL.social

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NAIL.social

63 Eddy St

Providence, RI. 02902

401.331.6245

jpalmer@nail.cc