communications Case Study
Selecting the Concept with the Greatest In-Market Potential
A Phoenix client, an investment services company, was developing a new entry and positioning strategy for a line extension.
With the ever-changing macro environment, they desired to test their concepts prior to making any additional major investments in messaging and creative development.
Their agency built multiple animatic concepts and they desired to test them within the “new normal” marketplace.
However, all of their normative “new normal” marketplace data was based on finish-cut creatives, so they had no true marketplace benchmarks to use.
Approach + Solution
Utilizing our AdPi Copy Testing solution, we evaluated the client’s new animatic creatives alongside the transformed ones and were able to not only measure relative effectiveness but estimate marketplace performance and provide feedback for message and creative adjustments.