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.
Proper testing can seem expensive.
You know what's even more expensive? Not testing.
It's easy to predict what consumers will do. It's harder to be right.
We test behavior so we don't have to predict it.
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.
We can design a test to generate whatever result you want. But that's not science and that's not what we do. We aim to eliminate variables and biases to get the most accurate answer possible. Whether that's the answer you want or not.
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.
We are relentless optimizers, but not here. It would affect the results.
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.
We will come up with the answers to your questions. Sometimes these answers will support your initiatives. Sometimes they will kill them. Successful brands listen to what consumers are telling them.
*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.
Client: Top 1 % university
Objective: They wanted to have a bold message.
Challenge: They also wanted to be safe.
Solution: We removed the risks to their reputation and tested messaging. We ended up confirming their inclination but also learned some new things.
Want to be the next case study? Let's get coffee@NAIL.social