Building an Ad Campaign for an Animal Health Company’s Rewards Program
Challenge
Our client wanted to push traditional boundaries to create a truly unique, attention-grabbing ad campaign that would prompt prospective customers to learn more. M/A/R/C® recommended an iterative, agile approach to deliver in-depth consumer feedback much faster and efficiently than their prior conventional ad testing approach.
Our client turned to us to:
- Understand the effects of various visual elements on consumer preference and emotional breakthrough.
- Determine the most impactful creative executions based on appeal, uniqueness, and pet owners’ motivation to learn more.
Approach
M/A/R/C®’s agile approach featured three phases: flexible, fast, and with value that goes way beyond speed.
- Accelerated Implicit Sort: Quickly determined how well 40 different types of visual elements delivered on emotional connection, uniqueness, and breakthrough.
- Exploratory Interviews: Provided in-depth insights into the most appealing combinations of specific elements, leading to the development of four creative executions for further validation.
- Accelerated Ad Impact Measurement (AIM): Identified which of the executions were most successful in activating the desired actions and perceptions.
Outcome
- M/A/R/C® pinpointed the most effective combination of imagery, font, color, and copy points that delivered breakthrough with the target audience.
- Implicit metrics identified elements that conveyed a light-hearted tone while connecting on an emotional level.
- By comparing to success benchmarks, AIM identified the ads’ most effective at activating consumers’ behavior.
- The client successfully created ads that increased awareness and participation in their rewards program.