Testing the impact of digital banner ads on shopper conversion at the point of sale.
Our client, an iconic toy brand, was planning their next recruitment campaign and wanted to test various creatives to understand which would have the most impact in consideration and conversion at point of sale.
The Challenge
Our client is one of the most loved toy brands in the world, and they wanted to harness this brand love and convert it at point of sale.
The focus for our client’s latest campaign was recruitment, with the aim of moving away from product/range-led ads to a more brand-focused campaign, which could be rolled out globally.
This was a radical change to their usual conversion-led approach, and so they wanted to test different creatives, in a real life and in digital environments, before committing to a specific route.
Our approach
This project included a mixed methodology approach, combining behavioral data and post-rationalized feedback.
We used a behavioral approach for creative testing, analyzing which campaigns generated interest (clicks) and conversion (sales).
We tasked respondents with shopping for toys in a controlled e-commerce environment, testing the different banner ads. This exercise was included in an online survey, which also incorporated detailed evaluation of the creatives.
We complemented this exercise with online focus groups, held with parents of children in the relevant age group, who had never bought our client’s brand. This allowed us to explore their perceptions of each ad and identify positives and negatives of each.
The outcome
Confirming hypotheses: our client had initial assumptions for which creative would be most effective in attracting interest and converting new recruits. And our behavioral testing research provided the evidence needed to validate or refute these assumptions.
Positioning future creatives: the results provided crucial input for future campaigns, equipping the client with insights into why the best performing creatives were successful. The post-rationalized feedback was used to tweak and improve various creatives before the campaign was launched.
